As an owner of these special edition shoes you will be able to hold the shoe in front of a computer web camera and once the special code on the tongue is recognized by the advanced AR technology, the 3D adidas Originals Neighborhood will unfold, as if it was coming out of the real shoe. The AR Game Pack will unlock an interactive online experience with games and exclusive content. adidas Originals will release three AR games within the Neighborhood to entertain consumers who have purchased the products and to keep them coming back. Each game will represent a reference to a cultural or product element that is important to the brand’s Spring/Summer 2010 campaign. The first experience launched on February 9th featuring one game which is inspired by the adidas Originals Star Wars™ collection. adidas Originals will made a printable code available to fans on their website that started on February 9th. This “teaser code” will merely give customers access to a limited experience. The full experience will be accessible by owners of the shoes only. The website will also give details on where the actual AR Game Pack can be purchased within the various countries. The AR Game Pack will be available exclusively at select Champs Sports stores and eastbay.com by mid-February.