When AI-designed fashion takes over runways

This is a guest post from IWAI Insights contributor Nyasha Green. To get all our most in-depth analysis and 10% off all our programs, try Innovating with AI Insights today.

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What would New York fashion week look like if AI sneakers took over?

Reebok is changing the digital sneaker world with its new Reebok Impact tool, which uses AI to help people personalize their digital sneakers on Instagram. By partnering with Futureverse, Reebok has made it simple for users to send a photo through a direct message to the @ReebokImpact account.

​Futureverse is a virtual world that combines augmented reality (AR), virtual reality (VR), and blockchain technology to create immersive digital experiences. After the image is sent, the AI creates a virtual sneaker based on that image, incorporating the colors and patterns to ensure a personalized, one-of-a-kind look.

This feature is part of a larger trend where brands like Reebok, Adore Me, and Versace are using generative AI to help customers create their own products and have fun with unique designs. AI is quickly becoming an essential part of fashion, allowing people to customize products like never before.

As a gamer, one of my favorite elements of this new experiment is that users can buy their digital sneakers as "game ready" files that work with video games like Fortnite and Roblox. The fact that we can design sneakers and use them across games is unreal. These shoes can be designed and used in digital worlds where players often seek unique avatars and accessories to stand out. This blend of digital and physical fashion gives customers endless ways to express themselves. Plus, buying a virtual sneaker can unlock a discount on its physical counterpart. This is by far one of the coolest marketing pushes I’ve seen so far when it comes to AI fashion.

Reebok Impact is just the beginning of the company’s partnership with Futureverse. They want to bring digital and physical products closer together by encouraging real-world sneaker purchases and making digital wearables work across different virtual worlds. As Reebok continues to explore physical/digital production and expand this idea, Reebok Impact will become an important part of the brand's marketing strategy and how it connects with customers.

As an admirer of sneakers and an owner of smart sneakers as well, I’m excited by the blend of AI, creativity and customer engagement that we’re seeing with Reebok Impact. It’s going to be interesting to see how famous fashion runways change when AI takes over more and more of how we design clothing.

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Until next time,

– Rob, Nyasha and the IWAI Team

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