Sneakers. In AR. What’s Not to Love?

Nike updated its SNRKS app for iOS to include augmented reality functionality. In typical Nike fashion, this new feature is equal parts creative, capitalist, marketing, and partnership genius.

Take a moment to unpack the example description from Nike’s press release:

When David Chang’s Fuku East Village menu, or an image of it, is viewed through SNKRS, an interactive 3D model of the Nike SB Dunk High Pro “Momofuku” will be overlaid. This will allow purchase of the shoe while supplies last.

In order to get your hands on this limited edition shoe, you have to download SNRKS and visit Fuku or find an image of their menu. Do it fast enough and you’ll earn the right to buy some kicks from Nike. Nike wins, Fuku wins, Apple wins (the AR update seems to be iOS only), and — assuming you’re a sneakerhead happy to spend your time and money on exclusive kicks — you just might win, too.

Genius.