Nike worked with digital agency AKQA in Japan on Create with Air Max, an augmented reality-enabled zine to accompany the launch of the Nike Air Max 2090. With this AR tool, users are able to customize their sneakers digitally, much like a coloring book. The mixed-reality zine is additionally enhanced with interviews, stories and fan-created content. Sneaker fans will especially love diving into the content, as the printed zine shares what inspired the latest iteration of the Air Max sneakers.
The use of augmented reality and the focus on digital customization for this launch is particularly relevant at a time when brands need to focus on reaching and engaging consumers virtually. While the 56-page coloring book is now being given out in stores in Japan, consumers can take its contents further by sharing their unique creations online.
AR Sneaker-Coloring Zines
'Create with Air Max' Digitally Customizes Nike Sneakers
Trend Themes
1. Augmented Reality Sneaker Customization - The use of augmented reality to digitally customize sneakers offers new opportunities for personalized shopping experiences and brand engagement.
2. Mixed-reality Content Experiences - The integration of mixed-reality elements, such as interviews, stories, and fan-created content, in zines and publications can enhance consumer engagement and provide a more immersive brand experience.
3. Virtual Brand Activation - Virtual tools like AR-enabled zines can help brands connect with consumers virtually and provide them with interactive and shareable content, fostering brand loyalty and online participation.
Industry Implications
1. Sportswear - The sportswear industry can leverage augmented reality customization tools to offer unique and personalized products, enhancing customer satisfaction and brand loyalty.
2. Publishing - Publishing companies can explore the integration of mixed-reality elements in their content, creating more interactive and immersive experiences for readers and increasing the appeal of physical publications.
3. Marketing and Advertising - The marketing and advertising industry can utilize virtual brand activation strategies, such as AR-enabled zines, to engage consumers in innovative and memorable ways, generating brand awareness and word-of-mouth marketing.