Candace Parker Collection AR Experience (DSG)
Paradowski Creative Shoes are part of an athlete’s story. Hear Candace tell hers through this interactive AR Experience.
As part of the launch of the Ace Collection, adidas developed a pactivation plan with our partners Hovers Over Water to ship shoes and other Ace swag in stylized boxes to celebrities, influencers, media, and Candace’s friends and family.
The packaging was beautiful, and the shoes and threads were clean, but much of what informed the design, and what fans loved about Ace, was missing. Parker’s excellence was the brand. Her story wasn’t coming through. There are so many facets to “Ace.” She’s a hooper, mom, analyst, and style icon. She has more to say than we could ever fit in a box.
We knew the technology could do even more to bring audiences closer to Ace. So, we built three-dimensional, immersive scenes, set to Candace’s voice, that chronicled distinct moments from her life and career. We built A WebAR ecosystem complete with 2D video, 3D interactive “scenes,” and a custom basketball game that pulled fans into Parker’s brand, and detailed the backstory behind the shoes.
Candace's friends, family and the sneaker community played with, listened to and explored branded content that was rewarding and memorable. A shoebox, which would normally be discarded, became an opportunity to spend time with Ace.
