For these pioneer products, Smartrac and its partner Blue Bite created a bespoke digital experience. When tapping an NFC-enabled phone on the Circus™ Flex NFC tag embedded in the shoe, the consumer is personally invited to review the footwear, and take part in a raffle to win a customized shoe manufactured in the adidas SPEEDFACTORY. The raffles related to all AM4 shoes are geofenced for locations pre-defined by adidas. Everyone entitled to take part is then invited to configure individual details of the shoes they are trying to win. Their consumer feedback is then utilized to help the product team in improving future footwear.
Yet, that AM4-specific experience is not the first that Smartrac has created in the context of SPEEDFACTORY: adidas’ NFC technology partner also enabled the specific consumer experience related to the adidas Futurecraft M.F.G. (Made for Germany), the first shoe produced at the SPEEDFACTORY pilot factory in 2016.
SPEEDFACTORY + NFC = superior consumer experience
“As adidas’ partner for NFC solutions, we are very excited about the SPEEDFACTORY project,” said Christian Uhl, CEO at Smartrac. “adidas can continue to count on us to provide advanced NFC technology to whatever products it produces in its cutting-edge SPEEDFACTORY facilities and beyond. Ultimately, both the manufacturing concept and our innovative solutions aim to provide consumers with a superior digital experience.”