Business & Industry

A new experience by Adidas to demonstrate the environmental effect of plastic

Only four years subsequent to presenting a partnership with Parley for the Oceans, with the objective to supplant the utilization of all virgin polyester with recycled marine waste by 2024, Adidas has produced in excess of 6,000,000 sets of shoes with the new material and has defined an objective of assembling 11 million sets this year.

This holiday, Adidas will offer customers a video-based augmented reality experience in the brand’s Paris flagship. The brand says the experience, made with Eyecandylab, will carry attention to the brand’s sustainably manufactured products, which are produced using recycled ocean plastic.

“It is important to us to make the innovations of our brand a tangible experience for our customers,” said Florian Fiedler, senior manager for innovation and trends at Adidas. “Therefore, we always try to find interesting options on how to present our brand in a way that is relevant to our customers. This is proven once again through the cooperation with Eyecandylab and the resulting use of augmented reality.”

Running for about a month and a half, the intuitive experience will be a prologue to the sustainable shop region of the store. The collection is made from recycled plastic waste from beaches and in coastal regions.

To take an interest in the experience, purchasers should download the Adidas app, which will be utilized to engage with the screen in-store. Purchasers have demonstrated the “tremendous impact and the effects of consumption and plastic usage on the planet” and taken into an AR ocean world where a giant whale gathers plastic in the water. The client will likewise collaborate by gathering virtual trash. The experience clarifies how these small plastic particles can be changed into the Adidas shoe collection.

“Through our cooperation with Adidas, we again demonstrate how augmented reality is disrupting a wide range of areas and how our technology plays a key role. Augmented reality is very effective as a medium for storytelling because it completely integrates the user,” said Robin Sho Moser, chief executive officer of Eyecandylab. “Our project not only serves to position Adidas as an innovator but also highlights the company’s environmental and sustainability activities. These are two important aspects that come together.”

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