The launch of the Puma App in the UK follows an earlier rollout in North America and customers can virtually try on products before they buy, see what the products look like in sophisticated 3D animations and make purchases in an efficient and secure checkout process.

The application was developed alongside AIOPS Group, Formidable Labs, LLC and for many of the interactive elements, the brand uses augmented reality technology from Snap Inc. 

Puma said the app launch is part of its continued growth and commitment to pushing the boundaries of technology, sport, and fashion. 

“Puma is consistently innovating and looking for new and exciting experiences to bring to our customers,” said Ian Kennedy, head of digital consumer experience global e-commerce at Puma. “As our ever-changing world becomes more digitally driven, brands need to ensure they’re keeping up. The Puma App is a premium platform for interactive shopping and brand immersion, and we can’t wait for our customers to start using it.”

Earlier this week, H&M announced it was teaming with Snapchat on a new augmented reality (AR) collection.

Under the initiative, customers can try three AR Try-On Lenses via H&M’s mobile app on iOS and Android, as well as globally on Snapchat.