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adidasOriginals:Deerupt AR

Re-inventing the future of sneaker unboxing for the launch of the Disruptively Simple silhouette.

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Disrupting the Unboxing Clout

Deerupt’s gridded minimalist design takes street style into the future. Inspired by urban planning, architecture, and natural phenomena — we wanted to leverage the latest technologies to redefine the user experience of engaging with the shoe. Way before it’s released.

I helped adidas activated the sneaker community by sending them empty imaginary boxes to spark mystique and challenge unboxing tropes. Popular unboxers like Jacques Slade and George Sullivan (Sole Supplier) joined in.

Experience it yourself* ︎︎︎ virtualdeerupt.com

(*Mobile phone required)

Results

• 110 million views
  
• 50,000+ virtual unboxings
  
• 123+ countries reached