Nike transforms nostalgic images into personalized virtual shoes using advanced AI technology

Article Brief:

Reebok is helping Instagram users convert cherished moments into sneaker designs through a new artificial intelligence (AI) tool, according to a press release. 

Consumers can message a special Reebok Impact account with their favorite photo to chat with an AI in real-time. The AI will create a unique shoe based on the colors and style of the picture, featuring the original photo on the sole as a digital memento.

Users have the option to customize the design of the shoe and can then share or buy the virtual footwear as files that can be used in popular games like Fortnite and Roblox. Reebok Impact is the result of a collaboration between the sportswear brand and Futureverse, aiming to develop Web3 experiences.

Reebok Impact in the Metaverse

Reebok Impact takes advantage of the trend of wearable items that can be bought using in-game currencies or rewards points. Instead of just selling pre-made branded products like many other brands do in virtual worlds, Reebok and Futureverse allow sneaker enthusiasts to design their own customized shoes. These shoes hold special meaning for the wearer, as they can include photo memories that connect the soul to the sole, as the companies describe it.

Participants can create up to four digital footwear designs for free. These designs can be used in popular games like Roblox and Fortnite, which have contributed to the trend of virtual cosmetics in the marketing world. The designs are based on Reebok's signature models: the Pump, Classic Leather, or Club C.

Reebok Impact is designed to be compatible with upcoming game releases, including the new massively multiplayer online battle royale game called Open from the creators of “Ready Player One.” The announcement also mentioned that there will be incentives for real-world sneaker purchases available within the Reebok Impact experience.

This shows that the metaverse is still a priority for some marketers, even as the overall excitement around the concept decreases. It also highlights the increasing popularity of generative AI-powered features such as branded chatbots and image generators on major platforms that are fully embracing this emerging technology.

"We are excited to introduce Reebok Impact, a significant step in our dedication to innovation and technology," Todd Krinsky, CEO of Reebok, shared in a press release. "With Reebok Impact, we aim to transform the digital fashion world and offer our customers a one-of-a-kind, immersive experience."

This collaboration between Reebok and Futureverse is the first of many, focusing on keeping the sportswear brand ahead in AI, Web3, metaverse, and blockchain-based gaming industries.

Editor's P/S:

The Reebok Impact initiative is a fascinating example of how brands are leveraging AI and the metaverse to enhance customer experiences. By allowing users to transform cherished memories into personalized sneakers, Reebok taps into the emotional connection between fashion and self-expression. The integration with popular games like Fortnite and Roblox further expands the reach of these virtual creations, fostering a sense of community and exclusivity among sneaker enthusiasts.

Moreover, the focus on compatibility with upcoming game releases and incentives for real-world sneaker purchases underscores the strategic approach of Reebok and Futureverse. They recognize the growing importance of the metaverse and are positioning themselves as pioneers in this evolving landscape. The collaboration also highlights the potential of generative AI to revolutionize digital fashion and provide consumers with highly personalized experiences.