adidas Originals Reinvents The Sneaker Drop At ComplexCon 2018

Maintaining a digital-first approach, adidas Originals will spearhead a mixed reality shopping experience to better serve attendees at ComplexCon 2018. Exclusive product releases throughout the two-day program will be available to thousands event goers utilizing a staff-less, augmented reality platform that will remove physical cues and wait times promising the most fluid and democratic point-of-purchasing to date.

The list of adidas Originals product available at ComplexCon includes limited runs of the never-seen-before Pusha T EQT Cushion 2, PW HU P.O.D. System, N.E.R.D. HU NMD, and a special collaboration with Snoop Dogg celebrating the 25th anniversary of his album Doggystyle.

Additionally, for the first time ever, collectors will have the opportunity to buy the complete Dragon Ball Z collection plus a second chance at scoring pairs of the globally-sold out Dragon Ball Z Son Guko Restomod ZX500 and Frieza Yung-1.

Instructions to access the adidas Originals experience:

All attendees must install the ComplexCon app to gain access to adidas Originals augmented reality store where they will receive periodical notifications giving directions on where to ‘unlock the drop.’ Product will be released at different moments on the weekend via five illuminated beacons placed throughout the venue.  Users can view and access available product in augmented reality by angling their device over the beacons and following the displayed instructions to secure a specific model and size. All pairs can then be collected over a convenient self-service pickup mechanism via digital lockers that can only be unlocked by the app giving complete autonomy to the guest experience from start to finish.

The way in which we designed our shopping experience tackles consumer insights that go beyond just buying sneakers,” mentioned Chris Murphy, Senior Director of Digital Activation for adidas North America.  Murphy highlighted that, “Making product available to everyone from their smartphone without queues and hassles reconciles the enthusiasm the real end users bring to the show.”

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