JD and Nike launch UK’s first virtual sneaker try-on event via TikTok

JD Sports has partnered with Nike to launch the UK’s first augmented reality (AR) shoe try-on through short-form video giant TikTok.

JD is launching the interactive social media campaign, created in close partnership with TikTok’s Creative Lab, to promote the release of Nike’s new Air VaporMax.

@rightguysreview##JDVaporMaxShuffle ##jd ##nike ##vapoumax ##rightguysreview ##vira ##fyp ##foryou ##foryoupage ##jdsports ##trend

♬ V Shuffle – Loud Parade ft. Morrisson and OXi

The 3D AR branded effect will allow any TikTok user to virtually superimpose the new shoes in three different colours.

It is being launched as a branded hashtag challenge, #JDVaporMaxShuffle, and will feature a track created by the pair especially for the campaign.

Anyone using the hashtag and moving their feet to the beat of the track will be in with a chance of winning a year’s supply of Nike trainers.

READ MORE: GOAT launches AR “Try-On” feature so you can try on the world’s rarest trainers

While this may be the UK’s first branded AR try-on initiative, virtual try-on technology has been around for some time.

In 2019, sneaker marketplace GOAT launched its own virtual try-on functionality allowing its 20 million users to see what some of the world’s most sought after trainers, including a range of the rarest Nike Dunks, Air Force 1s and unreleased samples, look like on their own feet.

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