Our idea was to create an Augmented Reality experience that replicated the popular act of unboxing—the moment sneakerheads first open their latest purchase. To achieve this, we designed the Deerupt in 3D animation and began developing an Augmented Reality platform for mobile web. A web-based platform like this, one that didn't require an app or a download of any kind had never been undertaken within the category. Users could then leverage this technology to play with the shoe in an entirely personal way. This experience was to be placed on site at key locations worldwide as well as via users' personal smartphones.

After discussing potential collaboration with both Facebook and Snapchat, we determined the most effective approach would be to build our own Augmented Reality platform that wouldn't require downloading an app. The official kickoff for the tech build was late 2017, but the technology for this type of platform was only becoming available as our project progressed. Eventually, AR technology for mobile web evolved to a place where we could develop the dynamic platform we envisioned. However, because the launch of the shoe was fast-approaching, we only had three months from concept to execution to develop the experience. By placing the experience at a mobile web domain, it was accessible to anyone on iOS and Android devices.

By confirming Kendall Jenner's participation in sharing the experience as well as from organic shares via other highly influential members of the streetwear community (both online and in-store), the potential impressions, and therefore the awareness of Deerupt, reached over 110 million people. In addition, over 45,000 people tried the AR Deerupt experience themselves, with the average user spending one minute and 22 seconds exploring the shoe.