adidas will be taking cues from the gaming world and creating their very own augmented reality. They have created a virtual 3-D world that can only be accessed using a future line of their sneakers. Upon purchasing these sneakers, customers will then be required to visit the adidas website and hold up their sneakers to their webcam. A special code implanted within the tongue will allow the navigation of the virtual world using the sneaker itself. adidas will continue the project and develop three different games; one based on music, one on star wars and one on skateboarding. The shoes will be available sometime in February 2010.

Source: Wired