Reebok Uses AI to Turn Images Into Digital Sneaker Designs

Sneaker maker Reebok has launched an AI-powered fashion experience on Instagram that lets users customize digital sneakers.

Reebok Impact reimagines user photos into sneaker designs. They can simply direct message Reebok Impact on Instagram and the AI generates a digital sneaker complete with the image emblazoned on the side.

Users can customize the color and style of the image on one of three Reebook shoe designs — its iconic Reebok Pump, Classic Leather or Club C.

The AI experience is free for up to four sneaker creations. Users can then purchase the files, which are compatible with 3D creation platforms like Unreal Editor, enabling users to have their avatars wear the AI-generated sneakers in metaverse environments and video games including Open, the upcoming battle royale title based on the world of Ready Player One.

The original photo is then stored in the sole of the sneaker to “represent the impact of the memory on the soul.”

Impact was created alongside metaverse company Futureverse. The pair struck a partnership last December to help the sneaker brand create AI-powered gaming and metaverse experiences.

"We are thrilled to announce the launch of Reebok Impact, which marks an important milestone in our commitment to innovation and technology,” said Todd Krinsky, Reebok’s CEO. “We are excited to partner with Futureverse to explore new and engaging ways to bring our brand's ethos to a wider audience. Through Reebok Impact, we look forward to revolutionizing the digital fashion landscape and providing our customers with a unique and immersive experience.”

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Beyond Impact, Reebok and Futureverse are planning to develop AI-powered blockchain-based gaming and metaverse experiences. The pair have a road map planned out and plan to “further bridge the virtual and physical worlds.”

"We couldn't be prouder to introduce this initial experience as part of our long-term partnership with Reebok,” said Shara Senderoff and Aaron McDonald, Futureverse co-founders. “Together we've pushed the boundaries of both personal expression with the exemplification of life imitating art and art imitating life. Leveraging AI creates an easy-to-navigate user experience that meets sneaker fans where they are. The future of fashion has arrived and this is only the beginning.”