Through the company’s app, customers can try on some of the rarest and exclusive shoes GOAT has to offer, including Nike Dunks featuring the Deftones, FLOM, Wu-Tang, and Iron Maiden; Air Force 1 models that feature the Stash, Black Album, Head Automatica and Stash x Futura; and unreleased sample shoes like the Air Jordan 4 Purple Travis Scott, Air Jordan 3 “Fragment,” Air Jordan 4 “Undefeated” and Air Yeezy ‘Glow in the Dark Tour.”
Product innovation has always been an integral part of the company’s business, according to GOAT group’s co-founder and CPO, Daishin Sugano.
GOAT flirted with AR earlier in the year, when app users were treated to an experience that allowed them to try on the rare unreleased version of the Fragment x Air Jordan 3.
“After early success with our previous AR launches, we knew Try-On was something we had to offer our community. We’re committed to sneaker culture and hope our new feature will elevate the experience of discovery for our community,” he said.
With the new AR feature, GOAT Group enters a sneaker innovation field that has been dominated by Nike. In May, the swoosh brand unveiled its version of AR try-on technology called Nike fit.
GOAT group has 15 million members and over 400,000 sellers on its platform. The group also runs Flight Club, consignment stores for rare and popular sneakers that operate in New York City, Los Angeles, and Miami.
Reggie Wade is a writer for Yahoo Finance. Follow him on Twitter at @ReggieWade.