Nike Store Lets You Use Augmented Reality To Test Sneaker Colors

Taking your crazy sneaker ideas from thought to display just got a whole lot easier. A Nike store in Paris recently unveiled a new device that allows customers to customize sneaker colors and see them projected onto the sneaker, in real time, using augmented reality.

French immersive technology company SmartPixels has installed two augmented video-mapping devices to be projected in the Nike Store on the Avenue des Champs-Élysées fashion center in Paris, France. Customers can customize sneaker colorways on the tablet connected to video mapping devices using the NikeID online service. SmartPixels has connected video mapping to NikeID’s configurator so customers simply place an all-white sneaker into the device and they’ll see the colors projected onto the sneaker, in real time, as they they select them on the tablet.

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Even though Nike’s online tool to customize hundreds of sneaker models is used, the number of sneakers you can customize in augmented reality is limited. Store customers can only customize AirMax, LunarEpic Low and Cortez sneaker models. When not in use, the machine transforms into a glorified shoe display, flashing different color combinations on the sneaker.

Nike has been slowly testing how augmented reality can help customers. Last year, the company filed a patent application for an augmented reality system that helped people achieve their exercise goals. In the system, “a virtual representation of that user’s performance [is] to display during a future exercise routine to motivate the user,” according to the patent filing.

Nike envisioned a future where customers could 3D print sneakers from files the company sold, and the company recently proved that self-binding sneakers are more fact than fiction. One wonders what other pieces of the future the Beaverton, Oregon crew is designing.

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