Puma & Meta Launch Mixed-Reality Shopping Experience for Basketball Shoe Debut
Puma’s latest drop lands in the metaverse, letting shoppers measure their feet and buy kicks in mixed reality
Puma is taking sneaker shopping into mixed reality.
The global sportswear company has teamed up with Meta to launch an immersive retail experience on Meta Quest headsets, allowing users to explore and purchase the new All Pro Nitro basketball shoe inside a WebXR-powered environment.
The digital storefront blends virtual elements with the user’s real-world surroundings and features an interactive shoe sizing tool that uses Meta Quest controllers to measure a shopper’s foot size.
“Puma has always pushed the boundaries of digital innovation,” Puma head of emerging marketing tech Ivan Dashkov said. “With this new WebXR experience, we’re exploring what the future of online shopping can look like—giving consumers the ability to explore, interact and engage with the brand in far more meaningful ways than traditional e-commerce. They can even measure their foot size in a fully immersive environment. This is a step toward the future of retail, and we’re excited to bring it to life with Meta.”
The collaboration underscores a shared vision between Puma and Meta to reimagine the retail experience through immersive technology.
“We’re thrilled to partner with Puma to bring this groundbreaking experience to life,” Meta director of engineering Mike Halloran said. “By leveraging WebXR technology, we’re making immersive shopping more accessible and dynamic than ever, allowing users to engage with products in an entirely new way while blending digital and physical interactions seamlessly.”
It’s not the first time the two companies have joined forces. Last year, Meta and Puma partnered to showcase how virtual reality can deliver a full-fledged fitness experience in just two square meters. The collaboration included virtual and mixed-reality events at Puma store locations in Germany, promoting what they called “the world’s smallest gym,” a workout space with no crowds, no contracts and no commute.
The experiential setup gave guests a chance to try a range of workouts available on Meta Quest 3, including HIIT, boxing, Zumba and yoga.