Innovation and Co-Creation at Adidas
A friend send this link to a video about the new mi Adidas Innovation Center in Paris. Adidas, which was one of the early brands in SecondLife, is demonstrating their innovation abilities in the real world with this new store. The have blended Entertainment, Education, Co-Creation, and 3D-Virtual technologies into an exciting, interactive retail experience.
With just a few steps walking and running on a catwalk-style scanner, foot and pressure sensors analyze shape, size and pressure points. Customers enter details like color and accents on a large touch screen. An interactive “virtual mirror” (recently on Gizmodo), allows the user to try on their personalized shoe (or any other shoe) without taking off their own. And last but not least, the new scan table picks up RFID technology embedded in the shoes to display specific product information.
The purpose of the store is two-fold. Adidas has always been about innovation and they want to use this retail platform to showcase that. They also want to attract a younger demographic and believe the highly interactive nature of the store will be appealing to younger customers who have “been brought up on video games”.
Is all this technology to sell sneakers just a gimmick? I don’t think so. Look across the sports world today and you will see that technology has been incorporated everywhere in an attempt to boost performance. And it’s not just for the pros. The biggest market for sports technology are the amateurs who want to excel in their particular sports passion. Everything from real-time vital signs monitoring to the latest in golf club design is eagerly scooped up by the sports enthusiasts. If you are in the sports shoe business, an interactive, technology-based experience store might be just the ticket to driving brand engagement.