VRFocus is all in favour of brands experimenting with new ways to use virtual reality (VR) and augmented reality (AR) for product launches. Puma is the latest sportswear manufacturer to give AR a try, recently releasing the LQD CELL Origin AR shoe, with an accompanying app to unlock some unusual features.
The app, created by design agency INPHANTRY, allows users to play interactive games and bring the shoe to life. Sneaker fans scan the shoe which then allows them to add filters and special effects to any photos or videos they create. One of the most eye-catching is the fire filter, with more to be added in the coming weeks.
Additionally, the app also allows users to explore and learn about Puma’s new design, exploding the shoe in the process. There’s even an AR videogame to play called LQDASH that challenges a user’s agility for the chance to win a pair of limited-edition shoes.
“The person who wears PUMA is always hunting for the newest, coolest bit of tech, so we designed the LQD CELL Origin AR to reflect that passion,” says Matias Infante, PUMA Global Head of Running and Training Marketing in a statement. “From the outset, we knew that we had to do more than just create something that looked amazing on-foot; we also had to make it interactive and playful. We tapped the team at INPHANTRY to help us come up with a way to do that. What they delivered blew away our expectations, and we can’t wait until people see how it evolves with upcoming LQD CELL drops.”
“We knew that colorways alone would not be enough to convey the performance-driven innovation and technology that went into developing and designing the PUMA Origin,” says Kevin Lee, INPHANTRY Co-Founder/Creative Director. “To move the idea from inspiration to impact, it had to become real, and AR was the clear solution due to the native capabilities of most mobile phones.”
Of course, the new Puma LQD CELL Origin AR’s aren’t just about AR tech, with the shoe debuting the company’s new cushion technology, LQD Cell. The sneakers are available now for $120 USD/£115 GBP, with the app available on iOS and Android devices. For further brand use of VR and AR, keep reading VRFocus.