Innovation is Liquid



Introduce PUMA’s latest innovation, LQDCELL technology to the next generation of sneakerheads and generate excitement around the launch of the LQDCELL Origin.


LQDCELL was the evolution of PUMA’s CELL technology that first debuted in the 1990’s. Fast-forward 20 years and PUMA was faced with the challenge of wrapping performance-driven tech into a lifestyle silhouette while capturing the imagination of burgeoning sneakerheads — a notoriously fickle group with no connection to CELL’s history.

PUMA looked to new technology such as virtual reality and drones for design inspiration, but they knew that color-ways alone would not be enough to convey the idea of innovation and futuristic tech. To move the idea from inspiration to impact, it had to become real.


Because sneakerhead culture has evolved both in terms of how teens make purchasing decisions and express themselves with technology, the need to push the LQDCELL app beyond what the typical experience was clear. The app leveraged both machine learning and AR tracking for a smart, seamless experience that featured realistic 3D modeling, custom AR filters, an AR videogame and more.


The launch of the LQDCELL AR App generated instant excitement from sneakerheads and press alike, garnering a silver Hatch award, countless headlines and impressive works of user-generated content in the first experience its kind to bring physical sneakers to life through a digital lens.