This will debut with the launch of the Nike SB Dunk High Pro “Momofuku” sneakers which is released in collaboration with chef David Chang who owns the series of Momofuku restaurants. According to Nike, all users have to do is launch the app, point it at David Chang’s Fuki East Village menu, and it should unlock the sneakers within the app and given users the chance to buy it.
Nike’s instructions online reads, “Once the camera is open, find David Chang’s Fuku East Village menu online (hint, that’s it above). Or any of the special SNKRS posters inspired by the menu that are pasted up outside all Momofuku restaurants in the US. Hover over the menu or poster with the camera and then tap to unlock it. The shoe will instantly pop up on your screen. If there are still pairs available, the invitation to purchase the Nike SB Dunk High Pro “Momofuku” will appear in your SNKRS Feed and Inbox.”
Now if you don’t happen to live near one of Chang’s Momofuku restaurants, not to worry as you can always use an online menu to replicate the effect. This does seem like a rather novel feature, but it’s nice to see more companies starting to embrace augmented reality tech.