Nike Has Found A New Way To Use Augmented Reality In Its Stores

Nike Has Found A New Way To Use Augmented Reality In Its Stores
Augmented & Virtual Reality

The brand has unveiled an AR experience that projects custom designs onto sneakers and makes them viewable to shoppers in real-time.

Kimberly B. Johnson
  • 3 february 2017

Thanks to Nike, taking your sneaker aspirations to new heights may have just gotten significantly easier. The American sneaker giant has just unveiled a new, in-store device which allows customers the opportunity to visually tailor sneakers using augmented reality and see the designs projected back at them in realtime. The machines were designed and installed by SmartPixels, a French company specializing in augmented retail programs.

By utilizing a hologram, the augmented video-mapping device lets shoppers place a white sneaker inside the machine and see their choice of colors and designs illustrated onto the shoe.

Located at Nike’s Parisian flagship in the fashion hub of Avenue des Champs-Élysées, the video-mapping machine is the latest augmented reality endeavor for the sneaker enterprise. In 2016, Nike filed a patent application for an augmented reality system with the purpose of helping people reach their exercising goals.


While the new Parisian AR machines use NikeID, a system used to customize hundreds of sneaker models worldwide, the number of sneakers you can currently customize is limited. Currently, customers are only able to bespoke the AirMax, LunarEpic Low, and Cortez sneaker models.

Despite the current limited shoe selection and exclusive French availability, Nike’s new AR development will hopefully serve as a gateway for corporations and developers to begin thinking of new ways to infuse new advances into the consumer experience.


+augmented reality

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