Sportswear brand Reebok has introduced a cutting-edge AI fashion experience on Instagram, aiming to revolutionize sneaker culture by leveraging new technology for everyday consumers.
The ‘Reebok Impact’ experience allows users to create AI-designed custom digital sneakers by sending a photo memory via Instagram DM to @reebokimpact. In a real-time chat, Futureverse’s AI crafts a custom sneaker in the colors and style of the provided image.
Participants can select from Reebok’s Pump, Classic Leather, or Club C models and customize their digital sneaker with AI-generated art. The original photo memory is stored in the sneaker’s sole.
Users can create up to four digital sneakers for free, which can be shared or purchased as game-ready files compatible with platforms such as Unreal Editor for Fortnite (UEFN) and Roblox. These digital creations will also be available in various virtual experiences, including the upcoming AAA MMO game Open, developed by the creators of Ready Player One.
Todd Krinsky, Reebok’s chief executive, stated: “We are thrilled to announce the launch of Reebok Impact, marking an important milestone in our commitment to innovation and technology. Partnering with Futureverse allows us to explore new ways to bring our brand’s ethos to a wider audience, revolutionizing the digital fashion landscape with a unique and immersive experience.”
Shara Senderoff and Aaron McDonald, co-founders of Futureverse, added: “We are proud to introduce this experience as part of our long-term partnership with Reebok. Together, we’ve pushed the boundaries of personal expression 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 initiative from the Reebok and Futureverse partnership, which was announced last year to develop innovative AI, web3, blockchain-based gaming, and metaverse experiences for consumers, broadening product interactions across the Reebok ecosystem.
