Over the course of the weekend, Adidas will be dropping special products for the ComplexCon attendees through an augmented reality platform. The procedure is designed to cut down wait times and eliminate long lines from forming at the venue.
"Making product available to everyone from their smartphone without queues and hassles reconciles the enthusiasm the real end users bring to the show," said Chris Murphy, Adidas North America's senior director of digital activation.
In order to access Adidas' augmented reality store, attendees must download the official ComplexCon app. Throughout the two-day event, notifications will be sent to the users' phones. From there, they will have to locate one of five beacons situated at random spots in the Long Beach Convention Center, and complete an augmented reality process to secure their pairs. Winners can claim them at a locker area in the venue that can only be accessed with the app.
Shoes launching through the app include a never-before-seen Pusha T collaboration on the EQT Cushion 2, the latest "N.E.R.D" NMD Hu, the Pharrell x Adidas P.O.D. Hu, the entire Dragon Ball Z x Adidas collection, and a special project with Snoop Dogg celebrating the 25th anniversary of his debut album Doggystyle.
The third annual ComplexCon takes place on Nov. 3-4 at the Long Beach Convention Center.