Puma has released a new sneaker that activates augmented reality filters and more content once scanned by the user.
Wearers can scan the LQD Cell Origin AR with a dedicated app, that then uses machine learning and AR tracking technology to ‘read’ the shoe, and trigger the experience on their phones. Users can then experiment with AR filters, learn more about the shoe and even play an interactive mobile game.
“LQD CELL Origin AR is PUMA’s answer to a world in which the line between reality and the virtual realm becomes increasingly blurred,” says the brand.
AR filters show the shoe seemingly bursting into flames, while more styles will be released within the next month. “Inside LQD CELL” is a feature that allows users to learn more about the shoe’s construction, displaying it in its separate layers. Meanwhile, the LQD Dash game challenges players to avoid digital objects from hitting them, and they can even re-scan the sneakers to gain more ‘lives’ within it.
The app also connects to Puma’s website where customers are able to purchase the shoe and other styles within the family, if they haven’t done so already.
Users don’t need the physical shoe to activate the content, however, as the experience can recognise a flat image of the shoe, therefore can be triggered by scanning an image of it on a computer screen.
AR is a popular technology of choice for sportswear or streetwear brands hoping to engage with their young user base. Last year, adidas deployed AR at ComplexCon, much to the frenzy of festival-goers. Previously, Nike had experimented with the technology on everything from a city-wide scavenger hunt to a location-based Snapchat activation.
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