Retail Technology

Reebok Debuts AI-Powered Custom Sneaker Design Tool on Instagram

Example of digital sneaker created via Reebok Impact on Instagram.

Reebok has launched an AI-driven fashion experience on Instagram that allows customers to create their own digital sneakers from photo memories. The tool is the first launch from Reebok’s partnership with Futureverse, announced late last year, to develop a series of AI, web3 and blockchain-based gaming and metaverse activations.

Example of digital sneaker created via Reebok Impact on Instagram with original image shown. — Image courtesy Reebok

Called Reebok Impact, the experience allows Instagram users to immortalize their memories in the form of a Reebok digital sneaker by sending photos to @reebokimpact via an Instagram DM. In a real-time chat, Futureverse’s AI will craft a custom sneaker in the colors and style of the image. Users can choose between the Reebok Pump, Classic Leather or Club C models, and then customize the digital sneaker with the AI-generated art.

In addition to designing their digital sneaker, users will also receive an incentive for an IRL sneaker purchase within the Reebok Impact experience.

The sneaker-creation experience is free for Instagram users for up to four digital sneaker creations. Finished sneaker designs can be shared on Instagram for free or purchased as game-ready files that their avatars can wear in Fortnite and Roblox. Interoperability with other virtual platforms will be added in the future, including the recently announced upcoming AAA MMO game OPEN, from the creators of Ready Player One.

“We are excited to partner with Futureverse to explore new and engaging ways to bring our brand’s ethos to a wider audience,” said Todd Krinsky, CEO of Reebok, which is owned by Authentic Brands Group, in a statement. “Through Reebok Impact, we look forward to revolutionizing the digital fashion landscape and providing our customers with a unique and immersive experience.”

“Together [with Reebok] we’ve pushed the boundaries of both personal expression with the exemplification of life imitating art and art imitating life,” said Shara Senderoff and Aaron McDonald, Co-founders of Futureverse in a statement. “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.”