Reebok's new AI tool helps people turn memories into digital sneakers

Reebok Impact introduces a unique virtual experience where users can design custom sneakers incorporating personal photo memories. This initiative, a collaboration between Reebok and Futureverse, enables users to port their digital creations across Fortnite and Roblox.

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.  

Full story at Marketing Dive.