How To Use Sneaker QR Codes for Your Footwear Marketing (with Real-Life Examples)

Sneakers are no longer just footwear. They’re a fashion statement (global sneaker market value nearly doubled in the last decade). 

Thanks to cutting-edge technology, rising competition, and demand—sneaker marketing has transformed dramatically over the past decade. And QR Codes have come to play a central role in it.  

Millennials and Gen Zs are the biggest endorsers of sneakers (79% of sneaker buyers are between 18 and 39). They are also the demographic most comfortable with new technologies such as QR Codes (72% of millennials have scanned one at least once in their lifetime). 

Bottom line? You’re missing out as a sneaker brand if you’re not capitalizing on QR Code marketing.

If you’re in the sneaker biz and want to increase conversions and customer loyalty, improve buyers’ experience, and boost cross-channel marketing, sneaker QR Codes are your bet.

Keep reading to learn the “how to” and best practices for sneaker QR Code marketing. 

Table of contents

1. What is a sneaker QR Code?
2. How to create a sneaker QR Code
3. 6 Ways to use QR Codes for footwear marketing
4. 3 Innovative sneaker QR Code marketing campaigns
5. Checklists for creating effective sneaker QR Codes
6. Best QR Code solution for creating sneaker QR Codes
7. Frequently asked questions

What is a sneaker QR Code?

Sneaker QR Codes are QR Codes that footwear brands use to educate, engage, and inform prospects about various aspects linked to their products. 

Sneaker brands use QR Codes as gateways to immersive experiences, bridge offline-online shopping, and collect first-party data from their products.

Here are some reasons you should think about sneaker QR Codes:

✅ Higher conversion: QR Codes can give your prospects an enhanced product experience and hard-to-turn-down CTAs that lead to more sales. 

✅ Increased customer loyalty: You can link QR Codes to loyalty programs that give prospects rewards or discounts once they engage with your brand.

✅ Better customer experience: You can give prospects an interactive product experience with QR Codes, such as access to exclusive content, videos, and promotions—without manually searching online.

✅ Cross-channel marketing: You can effectively connect offline (retail stores) with online content using QR Codes—highly pertinent in the sneaker world. 

✅ First-party data: Every QR Code scan leaves data traces brands can use to optimize future campaigns. 

How to create a sneaker QR Code in 4 steps

Regarding sneaker QR Codes, there are a few key elements to consider: design, customization, and security. 

To create an effective and on-brand QR Code, you should choose a QR Code generator that enables the same. 

Step 1: Log-in to Uniqode’s dashboard  

Click ”+CREATE” and then “QR Codes” from the dropdown.

Step 2: Select the type of QR Code you wish to generate 

Choose from different QR Code types and link them to the URL for your campaign.

Let’s say you’re announcing limited edition sneakers and must build hype for the final launch. 

You’ve got a neat landing page ready that shares all the details sneakerheads might need: attractive photographs, some behind-the-scenes content, information about the technology behind it, etc. 

To get those pre-order requests rolling, you need a QR Code for your physical touchpoints and email newsletter.

Simply copy the URL of the landing page. On Uniqode’s dashboard, click “Website” and paste the landing page URL.

Step 3: Customize your QR Code design

You can add your brand logo, alter the shape of the QR Code, or choose from various QR Code frame templates to match your design needs.  

Concerning QR Code backgrounds, specifically, Uniqode offers three options: 

1. Color: Choose colors from a Hex editor and add the one that works best for you
2. Image: Add a brand (or any) image as a QR Code background 
3. Transparent: Opt for a transparent background if you need your QR Code to blend well into your creative

You can also choose the auto design option to create a QR Code based on a design or a logo. Here’s an example:

⚡Pro tip: Your creative design shouldn’t come at the cost of the QR Code’s scannability. After all, that’s the end goal. Here are some factors to remember, specifically for sneaker QR Codes:
☯️Contrast: The contrast between the QR Code and the background is crucial for scannability. The higher the contrast, the better the scannability.
🖌️Design: Overly complicated QR Code design can backfire and result in a scannability issue. It’s important to ensure the QR Code is functional while being aesthetically appealing.
📏Size: The physical size of the QR Code can interfere with the scanning. If the QR Code is too small, the camera may have difficulty focusing on it. Learn more about QR Code size.

Step 4: Download the QR Code in a desired format

Depending on the surface and functionality of the QR Code, you can download it as a PNG, JPEG, or SVG. 

For instance, if you want to print it on a shoe, formats such as PNG and JPEG may help. 

If you want to resize QR Codes and use them on billboards, it’s best to download a high-quality QR Code format such as SVG to avoid losing resolution and quality.

6 ways to use QR Codes for footwear marketing

QR Codes for sneakers open several possibilities for marketing and boosting your prospects’ buying and post-buying experience. Here are some examples:  

1. Product authentication 
2. Limited edition releases
3. Sustainability tracking
4. Brand recall through storytelling
5. Special offers and promotions
6. Enhanced in-store experience

1. Product authentication 

Sneaker counterfeiting is a serious issue raised by several big footwear brands. Authentication-focused marketplace StockX says it stopped nearly $30M worth of fake sneakers from trading on their platform between June 2022 and May 2023!  

QR Codes for clothing labels help brands and customers ensure the authenticity of clothes and sneakers. They provide a pivotal touchpoint in the verification process—which is easy to set up, costs less, and is easy to use. 

2. Limited edition releases

You can use QR Codes to build anticipation for upcoming sneaker releases or give prospects a sense of exclusivity regarding limited edition sneakers. 

By strategically using QR Codes, you can create a sense of excitement while offering customers a unique and interactive experience before and after buying the sneakers. 

You can also use QR Codes from offline touchpoints (as Palm Angels did via a billboard ad amidst a desert!) to garner interest in limited-edition sneakers. They did this through early access, Instagram, Snapchat filters, augmented reality experiences, and more.

3. Sustainability tracking

A study across 16 countries found that Gen Zs and Millennials showed the highest consideration for sustainability while shopping, with 94% and 93%, respectively. 

This data is particularly fascinating since this demographic is also the target buyer of sneakers. 

Unsurprisingly, sneaker brands worldwide are making information about their ethically sourced footwear more accessible. The easiest tool for doing so happens to be QR Codes. 

Sneaker industries use QR Codes on shoeboxes or labels to share a fabric’s origins, materials used, the manufacturing process, etc. The idea is to give buyers a sense of participation in a sustainability drive through their fashion choices.  

4. Brand recall through storytelling

In a competitive market, brand recall is everything. In the global sneaker market of $78 billion, brands must do everything to stand out. 

From Nike and Reebok to Vans and Converse, these brands have used storytelling via music, videos, and exclusive content to connect with their prospects. They’ve done so by:

1. Sharing “behind-the-scenes” videos that tell customers how a particular shoe was designed 
2. Offering exclusive content such as music videos and celebrity interviews 
3. Sharing inspiring stories of athletes by simply scanning a QR Code 

All these ideas are great ways to integrate a storytelling component while effectively communicating your brand message in a fun and interactive way. 

5. Special offers and promotions

Sneaker brands use QR Codes to share information about special discounts and reward points. 

Nike does this exceptionally well by promoting app downloads using a QR Code printed on the shoebox. 

Using an app download QR Code is a great way to improve customer experience by redirecting them to exclusive discounts on the app and simultaneously boosting app downloads. 

6. Enhanced in-store experience

“Digitally-focused” stores are a great way to bridge the offline-online gap and provide new-age customers with an interactive, personalized, and omnichannel buying experience. 

For instance, certain Nike stores allow customers to scan QR Codes off mannequins and shoes and tap “request to try on”. Each time a customer does this, the store associate receives a notification on their phone and provides the footwear to the customer.

Such digital-focused concepts in stores using QR Codes have taken the sneaker world by storm. Sneaker brands use digital storytelling from their retail stores to share interesting content around athlete data, local sports, etc., and attract their target audience. 

3 Innovative sneaker QR Code marketing campaigns that were a hit! 

Sneaker brands now use technology to enhance user experience. For instance, they use QR Code marketing as a popular gateway to other technologies like AR, VR, Mixed reality, etc. 

Here are some interesting applications of sneaker QR Code marketing: 

1. Nike’s “Interact Run Black” sustainability shoe
2. Puma’s QR Code-covered sneakers
3. Dior’s virtual try-on sneaker QR Code

1. Nike’s “Interact Run Black” sustainability shoe

Nike’s Interact Run “Black” sneakers display the QR Code prominently on the body. Once users scan the QR Code, they land on the brand’s online sustainability page: 

1. For more information about the shoe’s sustainability, usage, and care
2. To find a store nearby for Nike’s old shoe drop-off service and more

2. Puma’s QR Code-covered sneakers

In 2019, Puma launched a QR Code-covered shoe that, upon scanning, allowed users to access an augmented-reality (AR) experience. 

Scanning the sneaker QR Code would trigger cool AR filters that could, for instance, set the shoes on fire (virtually, of course, 😅). 

One could also play several games, share snapshots, and get a deconstructed view of the shoe, among several other AR experiences.

3. Dior’s virtual try-on sneaker QR Code

French luxury brand Dior partnered with Snapchat to allow users to try sneakers virtually. 

Users scanned a QR Code from the Snapchat app, selected the model of sneakers to try on, and visualized them on their feet with different outfits—all in AR. Users can buy the sneakers directly from Snapchat or Dior’s website if they are convinced.

The ultimate checklist for creating effective sneaker QR Codes

Let’s discuss a few important dos and don’ts to keep in mind when you create, deploy, and track QR Code scans. 

We’ve broken the best practices into two parts for your ease of understanding.

🗒️ The pre-deployment checklist

Keep these pointers in mind while strategizing and designing your sneaker QR Code: 

🗒️ The post-deployment checklist

Once the sneaker QR Code is designed and implemented in your marketing material, keep these tips in mind: 

Why Uniqode is your best option to create sneaker QR Codes

Uniqode ticks three key boxes when looking for an effective QR Code generator for sneaker marketing: customization, access to analytics, and security.

With a sneaker QR Code generator such as Uniqode, your sneaker marketing is a sprint—and a marathon! 

Want to create QR Codes for your next sneaker marketing campaign? Simply sign up for Uniqode’s 14-day trial and get started.

Frequently asked questions

1. What is the QR Code on my shoes?

Popular sneaker brands use QR Codes for several purposes. To know the specific purpose of the QR Code on your shoes, you’ll need to scan it using a QR Code scanner app on your mobile device. After scanning, you’ll be directed to a webpage or content providing more information about the purpose of the QR Code. These could be for any of the following reasons:

1. Storytelling
2. Product authentication
3. Promotions
4. Product manufacturing information

2. What are the benefits of using QR Codes for sneaker marketing?

Global sneaker brands have been using QR Codes to up their marketing game for the past many years. There can be many advantages to using sneaker QR Codes:

1. Interactive experience
2. Customer engagement
3. Product authentication
4. Cross-channel marketing
5. Discounts and promotions

• Author Details

Author Details

Natasha Puri

Natasha is a content marketer who intertwines product with high quality content. Presently, she writes about dynamic QR Codes and their features, as a tool that drives businesses revenue. When she’s not tracking QR Codes and how they can help businesses market their products, she’s busy tracking her two little boys.

puri.natasha@gmail.com