How does it work? The LQD Cell origin Air is entirely covered in 2D QR codes, which unlock an array of AR experiences once scanned with a mobile phone camera. Just download the Puma LQD Cell app available on the App Store or Google Play and it’s a done deal: it offers a multitude of functions, like Inside LQD Cell that allows users to learn more about the shoe’s construction, while also providing access to a wide array of information and even games.

“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. The limited-edition shoes are available for purchase at and from selected retailers worldwide. Puma also declared that this just the first in a line of shoes using augmented reality, which will be launched in the months to come.