Puma launches its first ever augmented reality sneaker, the LQD Cell Origin Air.
This first generation sneaker is fully covered in 2D QR codes, which
allow you to unlock a range of AR experiences once scanned with a phone camera.
These experiences include games, filters and fun effects. The only thing you
have to do to access all this is simply to download the app!
“LQD CELL Origin AR is PUMA’s answer to a world in which
the line between reality and the virtual realm becomes increasingly blurred”,
said the brand CEO in a statement.
This limited-edition shoe can be yours for 130€ or 145$,
which in our opinion is a fair price considering that it looks amazing and
offers such a different experience.
Puma's app-powered AR experience gives younger, digitally
native consumers another reason to choose its brand among the vast array of
styles that line the walls of shoe stores. Younger consumers who grew up using
smartphones tend to seek experiences they can share on social media, which
supports the enduring popularity of AR filters and lenses on apps like Snapchat
and Instagram. Such sharing is the essence of viral marketing that extends the
reach of ad campaigns through user-generated content.
Beyond AR, this is the first in a line of shoes using
Puma’s new LQD Cell technology, which provides extra cushioning by means of
hexagonal Profoam cells. The company claims it makes the shoes “more compact
and malleable”. Other products featuring the same technology will be launched
in the upcoming months.
Would you buy these kicks? Or are you more of an Adidas or Nike lover?
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