Adidas is doing some totally random, but cool things at the moment.
According to Wired, the shoemaker has embedded augmented reality codes into the tongue of five of its men's sneakers. If you take one of these upcoming sneakers and hold it up to your computer's webcam (with a special site loaded up), a small virtual world will appear, populated with digital people, city buildings, and Adidas logos.
You can control how the world is displayed by tilting the shoe - the on-screen world will change its angle and zoom in/out. Adidas also plans to eventually include three augmented reality game with the virtual neighborhoods. Developed by Dutch studio xForm, the skateboarding, music, and "Star Wars-like" games somehow use the sneakers as controllers.
Speaking of Star Wars, check out the latest commercial for Adidas' upcoming Star Wars-inspired Original Line. The Commercial is so strange and the collection of people so jarring, I don't know what to think about it.