Foot Locker’s Snapchat Lens Lets You ‘Unbox’ New Sneakers In AR
The lens grants an early look at the footwear company's latest Gatorade AJ1 sneakers
Foot Locker gave the sneaker community a unique gift this Christmas with the debut of a new lens for Snapchat that gives fans access to the company’s latest sneakers before their release date, letting fans ‘unbox’ the shoes using augmented reality.
While the release of a limited-edition sneaker is usually an exclusive event that only the most privileged influencers and hardcore sneakerheads are able to partake in, Foot Locker has found a neat way to use technology to democratize the process a bit.
Created in collaboration with BBDO New York, the lens, which Foot Locker claims is “the most complex world lens to date,” gave fans access to the eagerly awaited new Gatorade AJ1’s before their December 26 launch date. Through Snapchat, users are explore the new sneakers in 3D, take them for a walk (and dance) in their living room and find hidden extras, like a basketball hoop.
By tapping into the unboxing phenomenon, Foot Locker has turned a product demo into a highly shareable experience rooted in sneaker culture. The lens, which debuted on Snapchat on Christmas day, will continue to be available though January 7. In addition to the lens, Foot Locker also released a new 60-second film (as well as corresponding 10-second Snapchat and Instagram story ads) featuring NBA star Kawhi Leonard, showing how he uses Snapchat in his daily life while blending in elements of sneaker culture.