Dive 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 direct message a dedicated Reebok Impact account with their favorite photo memory to start a real-time chat with an AI. The bot will then craft a custom shoe inspired by the picture submission’s color scheme and style, with the original photo inlaid into the sole of the product as a digital keepsake.
- Users can tweak the sneaker’s design and share or purchase the virtual footwear as files that are interoperable with popular games including Fortnite and Roblox. Reebok Impact is the first fruit of a partnership between the sportswear brand and Futureverse focused on developing Web3 experiences.
Dive Insight:
Reebok Impact capitalizes on the popularity of wearables that can be purchased via in-game currencies or rewards points. Rather than promoting prefab branded goods — a popular metaverse marketing tactic — Reebok and Futureverse are letting sneakerheads craft a custom shoe of their own that has added sentimental value in the form of photo memories, connecting the soul to the sole, as the companies phrase it.
The experience is free for up to four digital footwear creations, and participants can port their kicks over to games like Roblox and Fortnite that have helped set off the craze for virtual cosmetics among marketers. The designs build on one of three signature Reebok models: the iconic Pump, Classic Leather or Club C.
Reebok Impact is expected to be compatible with upcoming game releases as well, including the massively multiplayer online battle royale called Open from the creators of “Ready Player One.” The announcement additionally indicated incentives toward real-world sneaker purchases will be available within the Reebok Impact experience.
Reebok Impact demonstrates that the metaverse remains top of mind for some marketers even as broader hype around the concept dissipates. It also speaks to growing traction for generative AI-powered features like branded chatbots and image generators as leading platforms go full steam ahead on the emergent technology.
“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, in a press statement. “Through Reebok Impact, we look forward to revolutionizing the digital fashion landscape and providing our customers with a unique and immersive experience.”
This is the first offering from a long-term partnership between Reebok and Futureverse that looks to keep the sportswear brand on the leading edge of AI, Web3, metaverse and blockchain-based gaming spaces.
