Sports company PUMA has launched the LQD CELL Origin AR, its first augmented reality shoe, which will allow users to play interactive games and bring the shoe to live with an app.
LQD CELL offers a fresh take on what PUMA does best – innovating to combine performance technology with street wear design. The hexagonal cells are smaller than the original and are arranged in a new configuration to further maximize movement. Their structure is made from a much softer, more resilient compound to provide stability without compromising cushioning. Upon impact, the soft yet sturdy hexagonal cells compress and work together with PROFOAM, allowing a steady and comfortable step.
This futuristic-looking silhouette is covered in a geometric pattern made out of QR codes that relate back to the usability of the product. It also features a very distinctive, chunky sole that houses the LQD CELL and PROFOAM (energy-return foam), making this shoe performance-ready at heart, but stylish on the outside. What you see isn’t all you get; the fun part comes after downloading the new PUMA app that brings LQD CELL to life.
LQD CELL Origin AR is PUMA’s answer to a world in which the line between reality and the virtual realm becomes increasingly blurred.
By downloading the PUMA LQD CELL app available on the App Store or Google Play, users can scan the futuristic-looking silhouette to get filters and add fun effects to pictures and videos of the shoe. The app also features “LQDASH”, an augmented reality running game.
The LQD CELL Origin AR limited release available now at PUMA.com and selected retailers worldwide.
Other products featuring the LQD CELL technology will be available throughout the summer and will also appear in high-performance training shoes in AW19.