Probably, in my position, I shouldn't say that it sounds cool, but it actually does, so to stick to my editorial line, I have to post about it. In February Adidas will launch five sneakers that will activate a virtual world through augmented reality.
As explained on Wired, all users have to do is go to the Adidas site and hold up their sneaker, which has a code embedded in its tongue, in front of their computer webcam. A virtual world then pops out in front of them and they can navigate it using their sneaker as a controller.
It is surely a marketing gimmick, and the world in a sneaker reminds me of Onitsuka Tiger but, still, it's a pretty cool initiative that will generate some buzz online, at least among us, geek bloggers :-)