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.