When Airwalk decided on a limited edition relaunch of its classic sneaker, the Jim, we came up with a new way to do it: the world’s first invisible pop-up stores. Bringing together cell phones, GPS technology and augmented reality, customers could only buy the Jim if they downloaded the app, went to a pre-determined location, held up their phones, and took a photo of the augmented reality Jim floating there. That allowed them to purchase the sneaker there and then. This was an exclusive product sold to an exclusive audience, for an entirely new retail experience.
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