On June 22, foodies and sneaker fanatics collided at Fuku, a compact fast food restaurant in New York’s East Village. The gourmands were there, as they have been since Fuku opened in 2015, to snarf down chef David Chang’s spicy chicken sandwich, while the sneaker heads were after the “Momofuku” Dunk, a shoe designed collaboratively by Mr. Chang and Nike. The only way fans could get their hands on this specific sneaker was to come to Fuku, open Nike’s SNKRS app on their iPhones, hold up the camera to Fuku’s coded paper menus and through the magic of augmented reality (AR) make a sneaker digitally materialize on screen….
How Nike Is Reinventing the Great Sneaker Scavenger Hunt
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