Reebok partners with Instagram for AI-based digital sneaker design
Reebok is letting consumers create customized digital sneakers on Instagram using an artificial intelligence (AI) tool.
The athletic footwear and apparel company, which is a subsidiary of Authentic Brands Group, is introducing “Reebok Impact,” a custom AI fashion offering on Instagram. Consumers can select an image of a Reebok Pump, Classic Leather or Club C model sneaker and customize it with AI-generated art.
Customers can then send the image via Instagram direct message to Reebok Impact. In a real-time chat, metaverse design firm Futureverse will utilize AI to craft a custom digital sneaker in the colors and style of the image, with a copy of the original photo stored in the sneaker’s sole.
The experience is free for up to four digital sneaker creations, which users can then share or purchase as game-ready files compatible with the Fortnite and Roblox immersive gaming platforms, with plans for interoperability with other metaverse environments.
In addition to designing a commemorative digital sneaker, users can discover an incentive for a physical sneaker purchase within Reebok Impact.
"We are thrilled to announce the launch of Reebok Impact, which marks an important milestone in our commitment to innovation and technology,” said Todd Krinsky, CEO of Reebok. “We are excited to partner with Futureverse to explore new and engaging ways to bring our brand's ethos to a wider audience. Through Reebok Impact, we look forward to revolutionizing the digital fashion landscape and providing our customers with a unique and immersive experience."
Walmart recently made history by becoming the first entity to sell "real-world" items on Roblox, but many retailers and brands have gotten involved in selling virtual products for avatars on the Roblox and Fortnite platforms.
Timberland has partnered with Fortnite on a gamified experience that includes virtual product design activities, while Pacsun and Forever 21 are among the retailers that have sold virtual merchandise on Roblox.
Reebok Impact is the first launch from Futureverse and Reebok, who announced their partnership last year with the intention of creating AI, Web3, blockchain-based gaming and metaverse experiences for consumers.
"We couldn't be prouder to introduce this initial experience as part of our long-term partnership with Reebok,” said Shara Senderoff and Aaron McDonald, co-founders of Futureverse. “Together we've pushed the boundaries of both personal expression with the exemplification of life imitating art and art imitating life. Leveraging AI creates an easy-to-navigate user experience that meets sneaker fans where they are. The future of fashion has arrived, and this is only the beginning."
Reebok Impact is the first launch from Futureverse and Reebok, who announced their partnership last year with the intention of creating AI, Web3, blockchain-based gaming and metaverse experiences for consumers.
Reebok currently operates in 80 countries with approximately 400 freestanding stores around the world.