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Special Project

Special Project
From the 11th Annual Shorty Awards

adidas Originals Deerupt

Winner in Mobile Campaign, Fashion, Augmented Reality

Finalist in Creative use of Technology


Unboxing is a huge part of Sneakerhead culture, and has recently become the most coveted moment in the launch of a new silhouette. Up to this point, unboxing has been an exclusive action saved for influencers, who then share their experiences online via video and photo content. Along with this unboxing phenomenon comes the issue of product leaks—before a brand has the chance to make a big impression, leaks completely spoil the unboxing experience for the whole Sneakerhead community due to low quality photos. These photos mean that those who care the most obtain an incomplete and lackluster first impression of the new shoe. Our challenge was to democratize unboxing and combat leaks in order to create the best possible pre-release experience.

Strategy and Execution

We turned unboxing into a universal, augmented reality experience. We developed a never-been-done-before mobile web platform that allowed Sneakerheads to use their smartphone cameras to see and interact with an AR rendering of the DEERUPT. No app necessary. Then we seeded the experience with empty shoe boxes sent to high profile sneakerheads and also placed the experience in-store around the world.


- 110 Million views

- 50,000+ virtual unboxings

- 123+ countries


Video for adidas Originals Deerupt

Entrant Company / Organization Name

Annex88, adidas Originals