Foot Locker

Over the holidays, Foot Locker launched the first Snapchat unboxing lens. Usually, only a few privileged sneaker influencers get to unbox new sneakers before their release date. But in the first ever AR unboxing experience, created by BBDO New York, Foot Locker let every sneaker head unbox the eagerly awaited new Gatorade AJ1’s before they dropped on Dec 26, 2017.

The innovative lens allowed users to explore the new sneakers in 3D, take them for a walk (and dance) in their living room, and find fun hidden extras, like a basketball hoop. By tapping into the unboxing phenomenon, Foot Locker has turned a product demo into a highly shareable experience that is rooted in sneaker culture.