Tech is out of control, but in this case, it’s in a good way.

Every week there seem to be new advancements in artificial intelligence (AI), augmented reality (AR), and other ways to explore the digital world.

While AI scares the hell out of me because I’ve seen the Terminator movies way too many times, augmented reality is fascinating. The idea that we can experience a completely virtual world promises endless possibilities.

Which is why Google, Apple, and other big tech companies are working so hard to get the first AR glasses out.

What we weren’t expecting was augmented reality fashion so soon in the game, but PUMA made it happen.

Given that they recently designed a shoe that laces itself through the use of an app, maybe we shouldn’t be so surprised.

Introducing the PUMA LQD Cell Origin Air Augmented Reality sneaker:

As you can see from the video above, the entire sneaker is covered in QR codes.

According to Next Reality, when scanned by the camera view of the LQD Cell app for iOS or Android, the shoes unlock a variety of AR experiences.

Once the sneaker-based AR experience is triggered by the app, several AR filters either set the shoes on (virtual) fire.

There’s also an option to explode a 3D model of the shoe for a view of the deconstructed product. As one would expect, users can capture images of all the experiences to share with others.

The app also offers games like LQDash, a running game that unfolds in the user’s environment.

Fashion United notes that apart from AR, this is also the first line of shoes to use PUMA’s new LQD Cell technology, which provides extra cushioning by means of hexagonal Profoam cells.

“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).

That’s roughly R2 000 if you’re interested. Just make sure you order from overseas using this delivery service.

To check out the great designs currently available in South Africa, including a collab with Ferrari, visit the PUMA SELECT website.

[sources:nextreality&fashionunited]