While independent sneaker brands are creating shoes to help you play Pokémon Go, adidas is trying to work with the game's developers on a new wave of virtual reality-enabled footwear.
In an interview with Bloomberg, adidas' director of global brands, Eric Liedtke, discusses meeting with Silicon Valley titans Apple, Facebook, Google, and Tesla Motors to discuss how to leverage the sportswear company's social following into sales.
"I’d call it a roadshow with key Silicon Valley companies we want to work with," he said.
Also mentioned is a meeting with Niantic, developer of Pokémon Go, about "applying virtual-reality gaming technology to the sport-shoe world." No more detail is given on this possible collaboration.
Read the rest of the piece here for more insight on Liedtke's plans for adidas.