Sportswear label Puma has launched its first augmented reality shoe, the
LQD Cell Origin Air. The sneakers are entirely covered in 2D QR codes,
which unlock an array of AR experiences once scanned with a mobile phone
camera, including games, filters and fun effects. Wearers first have to
download the Puma LQD Cell app available on the App Store or Google Play to
access the features.

“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 in a statement, noting that the limited-edition shoes are
available for purchase at Puma.com and selected retailers worldwide for 130
euro (approximately 111 pounds or 145 US dollars).

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.