Foot Locker used AR to let everyone experience a limited sneaker release. “Unbox before they drop” was a Snapchat “unboxing” experience that let every sneakerhead preview and explore the eagerly awaited new Gatorade Air Jordan 1’s in AR, a day before they dropped. The innovative lens allowed users to explore the sneakers in 3D, take them for a walk, and find hidden extras, like a basketball hoop and Gatorade vending machine. By tapping into the unboxing phenomenon, Foot Locker turned a product demo into a highly shareable experience that is rooted in sneaker culture.

The AR unboxing lens went live on Snapchat on Christmas day, a day before the sneakers went on sale. This Snapchat World Lens was accessed via a swipe-up ad between targeted users’ Snapchat stories. After opening the lens, a gift-wrapped box appeared in the user’s environment. Users could open the box and remove the 3D-rendered sneakers to explore in their own living room / bedroom / street, etc. By moving their phone, users could explore every angle and detail of the sneaker — from the stitching to the innersole. But unlike other World Lenses and AR experiences, this was fully interactive. Users could tap to change the color of the sneakers, and take them for a walk within their environment. By moving their phone around, users could find Easter Eggs hidden in their environment.

496,347 lens views

45s average play time (20–30 seconds higher than the benchmark)

14% use rate benchmark of 5–6%

151,296,316 earned media impressions.

Described as “Incredibly successful and highly engaging” by Imran Khan, Snap's chief strategy officer.

Foot Locker is the biggest sneaker retailer in the US, but is losing credibility to smaller, cooler stores selling the latest limited edition sneakers. By using AR to launch the eagerly awaited Jordan release, Foot Locker let every sneakerhead unbox the sneakers before they sold out. In a culture where sneakerheads are left increasingly frustrated by sold-out sneakers, Foot Locker’s democratization of the product, by using tech, proved that they understand their audience. By using Snapchat’s audience data, Foot Locker was able to directly target millennial / Gen-Z sneakerheads, so that only a selected, relevant audience saw the lens. The CTA informed users of the official sneaker release date to drive them in-store.

YouTube “Unboxing” videos of limited release sneakers are huge in sneaker culture. But with hot sneakers selling out quicker than ever, watching these videos is the closest that most sneakerheads will ever get to unboxing the sneakers for themselves. To launch the new limited edition Air Jordan Gatorades over Christmas, Foot Locker wanted to give everyone the thrill of unboxing a limited release sneaker, before they sold out.