The Augmented Reality Blog

Adidas announces (via Wired) a line of shoes that will contain AR markers in their tongues such that when you hold your shoe for a webcam a virtual world. Nice gimmick, but I wonder if you’d do this more than once.

The more interesting part is that they couple this with some games they will announce in which the shoe (the marker) is used to play the game.

It would even be more interesting if it augmented my product experience, for example if the marker helped determine the percentage tear and wear of the shoe: ‘it seems you have made good use of your shoes, better get yourselves some new ones right away’.