Global sports brand PUMA launches LQD CELL (pronounced: /ˈlikwid/ /sel/), a new technological innovation for footwear that will make every step stable and comfortable as hell. LQD CELL technology offers stable cushioning by evolving the original CELL hexagon – making it smaller by using a softer, more resilient material. The range of products where LQD CELL will be available go from street to gym, making sure there’s no compromise in style nor performance.
The first introduction of PUMA’s new LQD CELL technology is LQD CELL Origin AR (Augmented Reality), this iteration is designed to literally augment reality and unlock the unexpected. This futuristic-looking silhouette is covered in a geometric pattern made out of QR codes that relate back to the usability of the product. It also features a very distinctive, chunky sole that houses the LQD CELL and PROFOAM (energy-return foam), making this shoe performance-ready at heart, but stylish on the outside. What you see isn’t all you get; the fun part comes after downloading the new PUMA app that brings LQD CELL to life.
LQD CELL offers a fresh take on what PUMA does best – innovating to combine performance technology with street wear design. The hexagonal cells are smaller than the original and are arranged in a new configuration to further maximize movement. Their structure is made from a much softer, more resilient compound to provide stability without compromising cushioning. Upon impact, the soft yet sturdy hexagonal cells compress and work together with PROFOAM, allowing a steady and comfortable step.
The PUMA LQD CELL app will be available to download on the App Store and Google Play Store starting today, allowing consumers to enhance their reality, powered by LQD CELL. Users can scan any of the LQD CELL Origin shoes to unlock filters and add special effects to their shoe shots and videos, with a new filter released with every LQD CELL Origin drop. Users with or without the shoe can explore LQD CELL technology through an exploded shoe feature, and play ‘LQDASH’, an infinite-runner AR game, to enter to win a pair of the limited-edition shoes.
PUMA will be releasing different fashion-forward designs of LQD CELL Origin throughout the summer, the technology will be available across high performance training shoes in AW19 – try it with LQD CELL Origin and then train in it with LQD CELL tension later this year.
The LQD CELL Origin AR will be available on a limited release on April 4th, at PUMA.com and selected retailers worldwide.