JD is set to launch an augmented reality (AR) collaboration with Nike aimed at the TikTok community.

Launched in partnership with TikTok’s creative lab, the promotion will enable TikTok users to “try on” three colourways of the new Nike Air VaporMax virtually.

In addition, JD and Nike have created a unique music track for the hashtag challenge.

The news comes after Snapchat and Gucci launched a virtual shoe try-on in June 2020.

In July, consultancy Accenture said in a report that doubling the use of augmented and virtual reality technologies in retail environments could result in $66 billion of additional sales growth.

TikTok is increasingly becoming a fixture in the retail space; the social network said it will open its own brick and mortar outlet at Westfield London shopping centre last month.

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