The apparel brand uses limited time offers and geolocation to promote its shoes.

Airwalk is using augmented reality in combination with elements of a scavenger hunt to reissue their classic Jim shoe. To reserve one of the 300 pairs, users can download an app to their iPhone, go to a specified location and then snap a photo of the shoes that will appear on their screen. Collecting the virtual item with their phone qualifies a user to queue-up and pre-order the shoes. The pop-up shop will appear on Nov. 6th during the day until midnight (Venice Beach, LA and Washington Sq. Park in NYC). If there are any shoes that remain unclaimed after the event, they'll be released to the general public through the Airwalk website.

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