Unboxing is a huge part of Sneakerhead culture, and has recently become the most coveted moment in the launch of a new silhouette. Up to this point, unboxing has been an exclusive action saved for influencers, who then share their experiences online via video and photo content.

Adidas turned unboxing into a universal, augmented reality experience (AR) and developed a mobile web platform that allowed Sneakerheads to use their smartphone cameras to see and interact with an AR rendering of the DEERUPT. Credit: Adidas music: bensound.com