adidas placed QR enabled stickers on the inside of their Speedfactory AM4 sneaker boxes in addition to embedding NFC into the tongue of the shoes. When users interacted with the sticker or shoe, they were driven to a custom digital experience created by adidas using Blue Bite. The experience educated users on adidas' Speedfactory technology and methodology. It also encouraged users to sign up for updates about new adidas product drops, restocks, events, and evolutions. Additionally, it gave users the opportunity to enter in city-specific raffles with the chance to customize a unique pair of AM4s to their specifications.