Adidas is using Snapchat’s recently introduced landmarker lens technology to honor late artist Keith Haring during the NYC Pride Parade Sunday.
The athletic gear manufacturer’s Love Unites global celebration of Pride Month includes an exclusive collection of sneakers celebrating Haring.
When the NYC Pride Parade passes by the Flatiron Building Sunday, Snapchat users can activate the lens to see Haring’s artwork projected onto its façade via augmented reality.
For those not attending the parade, the lens will be accessible in the area near the Flatiron Building through July 7.
Snapchatters near the Flatiron Building can access the lens by opening the application’s rear-facing camera, tapping on the background to bring up lenses, swiping to the landmarker lens and watching the building transform in real-time.