Online sneaker platform tries on AR for size

Dan Berthiaume
Senior Editor, Technology
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Goat is providing a realistic mobile try-on experience with augmented reality.

The online marketplace for the sale and resale of sneakers is launching an augmented reality (AR)-based try-on feature for select sneakers in its assortment. Opening the try-on feature in the Goat iOS mobile app, customers can place their feet in the camera screen of their iOS device, choose a product from a range of rare and exclusive sneakers, and view a realistic image of how those sneakers would look on their feet. 

Goat is offering virtual try-on following its previous launch of an AR-based “first-look” feature that allowed app users to view a realistic AR rendition of the textures and materials in different pairs of rare sneakers in great detail. Sneakers available for try-on will include a variety of Nike and Air Jordan styles, including rare licensed items and unreleased samples. 

"Product innovation has always been an integral part of our business and after early success with our previous AR launches, we knew try-on was something we had to offer our community," said Daishin Sugano, co-founder and chief product officer of Goat Group. "We're committed to sneaker culture and hope our new feature will elevate the experience of discovery for our community."

Goat is not the first footwear retailer to apply AR to the issue of “trying on” online purchases. Vertical athletic footwear brands including Converse and Adidas also offer AR-based app features that enable customers to virtually try on pairs of shoes, and even share images of the fit via text or social media.

iOS users can update their Goat app and access the try-on feature through the app homepage. Goat Group (Goat refers to the sports acronym for Greatest of All Time) was founded in 2015 by college friends Eddy Lu and Daishin Sugano. In February 2018, it acquired cult-fave sneaker consignment retailer Flight Club, which operates three stores selling rare and coveted sneakers in New York, Los Angeles and Miami. In February, Foot Locker made a $100 million minority investment in the company.