Puma launches worlds first AR shoes

Puma has launched the world’s first augmented reality (AR) shoes, which are covered in QR codes which unlock a range of virtual features when scanned with Puma’s app.

The fashion retailer’s limited edition LQD Cell Origin Air range are almost entirely covered in a 2D QR code design. When the user scans the shoe with their smartphone, it will open up a range of virtual filters, 3D models and games.

Depending on which part of the shoe is scanned by Puma’s custom app, currently available on iOS and coming soon to Android, users could see their shoes catch fire, explode into a deconstructed virtual model of the shoe, or be thrown into an AR endless runner game.

It is understood that future additions to Puma’s LQD Cell range will continue to add AR experiences and filters, including turning the shoes invisible.

“LQD CELL Origin AR is PUMA’s answer to a world in which the line between reality and the virtual realm becomes increasingly blurred” Puma said.

The app, developed alongside digital experience agency Inphantry also allows users to capture images and videos of the filters and share them on social media.

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