INPHANTRY Launches Immersive AR App to Explore PUMA’s Latest Shoe
Experience design agency INPHANTRY has developed an augmented reality app for global sports and apparel brand PUMA to help generate excitement around its new LQD CELL Origin shoe, which launched on April 4th. The app introduces PUMA’s latest innovation, LQD CELL technology, to the next generation of sneakerheads, while capturing its heritage of performance-driven design when CELL technology first debuted in the 1990s. It is available on the App Store and Google Play.
The hot-off-the-press Origins are “fire,” and the app brings a clever play on style through AR. The first of several filters that PUMA will rollout to coincide with new colorways as the Fire Filter lets you see your new Origins in a visual blaze of glory. Another key feature is a fast-paced augmented reality game that challenges the user’s agility. Using positional tracking, the user has to constantly move and interact with AR elements to progress through the game. Other features within the app include a 3D model of the Origin that users can insert anywhere in their environment. Simply tap on the shoe, and watch it split apart to learn more about LQD CELL’s key design and technology hallmarks.
“The person who wears PUMA is always hunting for the newest, coolest bit of tech, so we designed the LQD CELL Origin AR to reflect that passion," says Matias Infante, PUMA global head of running and training marketing. "From the outset, we knew that we had to do more than just create something that looked amazing on-foot; we also had to make it interactive and playful. We tapped the team at INPHANTRY to help us come up with a way to do that. What they delivered blew away our expectations, and we can’t wait until people see how it evolves with upcoming LQD CELL drops.”
User experience was key in developing an app that enabled the audience to have fun expressing themselves while engaging with the brand. Collaborating closely with PUMA, INPHANTRY brought together a seasoned team of designers, developers, 3D artists, animators, and storytellers to bring the app to life completely in-house.
“We knew that colorways alone would not be enough to convey the performance-driven innovation and technology that went into developing and designing the PUMA Origin,” says Kevin Lee, INPHANTRY co-founder/creative director. “To move the idea from inspiration to impact, it had to become real, and AR was the clear solution due to the native capabilities of most mobile phones.”
Before landing on the idea for the app, INPHANTRY rallied all of its sneakerheads on staff and immersed themselves in the history of culture-defining footwear. The extensive R&D process also included a deep analysis of emerging technology trends in the current consumer marketplace. Further experimentation led to INPHANTRY leveraging machine learning and AR tracking for features like the Fire Filter, which was designed to detect a LQD CELL versus other objects or shoes, as well as provide a custom-built solution that was unique to PUMA. INPHANTRY also customized the app’s backend to support future PUMA product launches and campaigns with AR content.
INPHANTRY looked to new technology such as VR, drones, and Tesla, and old school PUMA fashion trends for design inspiration. When it came to execution, the process involved everything from building 3D models for tracking purposes to training the app with thousands of images for machine learning and developing proprietary apps to modify and create unique algorithms to facilitate the scanning process.
“This project challenged us to innovate and use technology with creativity and purpose while making the overall experience accessible to the everyday mobile user,” concludes Derek Tran, INPHANTRY co-founder and technical director. “We were honored that PUMA entrusted us to push the LQD CELL app beyond what users have come to expect with typical AR experiences and create something more interactive. Ultimately, what we arrived at strikes that balance while giving the user a fun and engaging experience.”
