David Beckham and co star in Adidas Star Wars Collection Promo

Augmented Reality Trainers from Adidas - Right on Trend for 2010

Adidas are launching the next step of Augmented Reality products with a range of Augmented Reality trainers set to debut in the USA next month. This is quite exciting news.

I'd been umming and ahhing over whether to re-introduce trainer-themed content to this blog in an effort to give myself more to write about and create momentum. Adidas Originals have made the decision for me, though, and my first post of 2010 is about trainers, but also about one of the hottest predicted trends of 2010, Augmented Reality.

Basically Adidas have turned the humble sneaker into an Augmented Reality device. A code embedded in the tongue, when used through a webcam on the Adidas site, will create a virtual 3D neighbourhood where your trainer should be.

Adidas Augmented Reality Trainers

Without being able to see what the actual sneaker looks like, which is of course pretty important if you want to spend between $65 and $95 on a pair, this looks quite cool even if it had no functionality, just as a curiosity or a value-add.

Consider that there will be games introduced in the next few months, developed by xForm, that will allow you to use these environments as a gaming platform, and it becomes a different matter.

Un-Augmented Reality - A Pair of Trainers

As if I needed an excuse to collect more different pairs of Adidas Originals (I bought the pair above today while on a trip to buy a gift for my girlfriend), the potential for different Augmented reality environments within different models, allowing for varying gaming experiences, makes for quite a unique sell.

There is a danger that every product will carry an Augmented reality code, that there will be a novelty use, and that we will ultimately tire of it simply being something clever rather than something useful. The pace of development, particularly in it being delivered to the consumer, is strong, however, and I can envisage a lot of posts in 2010 detailing far less 'showy' applications of AR.

The news bit of this was nicked off Net Imperative

Adidas House Party - The Game

This is awesome. Following the success of the mildly controversial (because it showed graffiti in action, apparently) Adidas House Party ad to celebrate Adidas' 60th Birthday, Adidas have created an online House Party game.

Let's not beat around the bush, it's basically a better dressed version of Elf Yourself. It is, however, awesome.

Create your own 'Aditar'. Mine is below. There are a number of celebrity heads you can put yours on, from Hulk Hogan to Kanye West. Mine is some sort of smoking monstrosity.



Then 'Join the party'. I was tipped off by SneakerFreaker so just joined their party, but I've no doubt once this goes round the office, I'll join someone else's random shindig.



The party with the most Aditars wins prizes. Join my Adidas House party here. It's in the kitchen!

Tee Du Jour - Working Class Rockstar

I saw this in Ran in Manchester the other day, a little store off St Anne's Square. They always have loads of gear you won't see anywhere else, in terms of smaller labels and exclusive Adidas Originals and the like.

This tee is by Inspire Wire, and will set you back about £25.