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Puma releases sneaker that triggers interactive AR content

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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e-commerce mobile

Rebecca Minkoff partners with Alipay for NYFW

Alipay on display in the Rebecca Minkoff store
Alipay on display in the Rebecca Minkoff store

Rebecca Minkoff is paying attention to her Chinese fan base this New York Fashion Week, introducing in-store mobile payments via Alipay.

The initiative enables China shoppers to use their Alipay Mobile Wallet to make purchases at any Rebecca Minkoff store in the US, as well as at home when visiting the brand’s e-commerce site. Alipay is China’s leading online payment provider, with more than 520 million active users, and the primary means of online and mobile payment for Chinese consumers.

The partnership was announced ahead of Minkoff’s show, which took place in New York on Saturday, September 9.

“Chinese travelers represent an important and growing audience for Rebecca Minkoff,” said Uri Minkoff, CEO and co-founder of the brand. “By offering Alipay, we are ensuring that Chinese shoppers visiting any of our US stores or our website are met with an exceptional experience which includes the easiest and most familiar payment method for them. We are excited to be able to offer Alipay.”

Souheil Badran, president of Alipay North America, added: “By accepting Alipay, Rebecca Minkoff is able to target the right shopper through our Discover platform to ensure that the Chinese consumers can enjoy the best experience in-store or online without any language or payments barriers.”

The number of Chinese consumers visiting North America is predicted to grow to four million this year. Alipay first expanded its mobile payment service into the US in late 2016.