Consumers can share their favorite photo memories with @ReebokImpact on Instagram to generate a custom digital sneaker design.
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Reebok wants consumers to create truly personalized digital sneakers, using artificial intelligence to imprint photographic memories onto shoes from the soul to the sole of the foot.
The new feature begins on Instagram, where users send a direct message with a photo to @ReebokImpact. Technology partner His Futureverse then applied generated AI to render the new Reebok in less than a minute, adding the signature color splash and details of one of his three shoe styles to the image. Remix. Users then enter the digital editor to further design and fine-tune their creations.
Once completed, the digital sneakers can be posted on Instagram for free or minted for $7.99 to create an asset that can be used to personalize your avatar in Fortnite, Roblox, and other virtual experiences.
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“Reebok sold us that their whole approach to their brand was to get their shoes dirty and live in them,” said Shara Senderoff, Futureverse co-founder and chief strategy officer. he said. “If the moments in your life that get your shoes dirty are usually the ones that touch your soul, where do you put those memories and moments? Instagram is the answer.”
Reebok Impact is the first activation in a long-term partnership between Reebok and Futureverse. Futureverse has previously developed products for FIFA (a game called AI League), Muhammad Ali, and more. Futureverse leverages Web3 and blockchain, but intentionally does not promote the underlying technology. The goal was a seamless experience within Instagram.
Creating digital products with broad utility is a core philosophy of Futureverse.
“We are deeply involved in AI and Metaverse infrastructure, and believe that asset interoperability is the most important part of the Metaverse,” Senderloff said. “We truly believe that this is just an extension of the Internet, allowing the data layer to communicate with anything it needs to communicate.
“The real world is interoperable. The Internet is not,” she continued. “That’s what we believe in as the definition of the metaverse. So, as a technology company, Futureverse has built so many layers that allow these things to happen, and we’ve built so many layers that we don’t even know about it. We’re putting the front end into some of the technology. We’re revisiting this new frontier technology that’s come before in a very clunky way.”
In a statement, Reebok CEO Todd Krinsky called the launch “an important milestone in our commitment to innovation and technology,” and said the collaboration with Futureverse and “digital “We aim to revolutionize the fashion world and offer unique and immersive fashion to our customers.” experience. ”
With the Reebok Impact, users can choose between the Pump, Classic, or Club C models. (Senderloff said he first approached Reebok because of the pump and wanted to explore how the pumping mechanism in the shoe could be translated into some kind of boost within the metaverse.) That started a conversation that led to the final (which led to the current product).
The core purpose of Reebok and Futureverse’s collaboration is to bridge the gap between the physical and digital worlds. This tool gives consumers the opportunity to purchase authentic Reebok his sneakers at a discounted price. More ambitious crossovers are planned for the future.
“In the early beginnings of the world of digital collectibles and the technology that enables it, we’ve seen a lot of people selling and throwing things,” Senderloff said. I still don’t know how someone can truly engage with it and make it their own. ”
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