What: Snapchat has launched a sports-themed augmented reality (AR) Locker Room at Selfridges’ flagship London store as part of the store's summer Sportopia promotion.

Why it is important: This collaboration represents a significant integration of digital technology into physical retail, highlighting the evolving ways brands are engaging with consumers. By incorporating AR experiences, Snapchat and Selfridges are enhancing customer interaction and offering innovative ways for shoppers to engage with sports brands and merchandise.

Snapchat has joined Selfridges’ summer Sportopia promotion by launching a sports-themed AR Locker Room at its flagship London store. Throughout July and August, shoppers can use AR Mirror experiences to virtually try on sports kits, interact with top sports brands, and experiment with AR lenses. They can also see themselves in a custom Team Selfridges Sportopia football kit and share their favorite looks via a QR code. This collaboration aims to connect sports fans with digital communities and enhance their shopping experience through innovative technology. Other notable activations in Sportopia include Lacoste’s rooftop takeover and Champion’s shop-in-shop concession featuring exclusive collections.

Snapchat joins Selfridges' Sportopia line-up