New Balance debuted a shopping experience in the U.S. and U.K. through Snapchat’s new Shoppable AR (augmented reality) technology that lets Liverpool FC fans virtually wear, and then buy, the new Liverpool FC kit.

“This unique New Balance Snapchat experience enables football fans to authentically capture the passion and spirit they have for the sport and how they feel when they pull on the LFC shirt,” said Pat Cassidy, senior global marketing manager at New Balance.

In addition to showcasing the new LFC shirt, the experience features the Liverpool chant heard before kick-off at every match at Anfield.

Liverpool FC, First Team Captain, Jordan Henderson said, “Our kit isn’t just something we wear to play; it’s part of who we are as team. We feel immensely proud when pulling on the LFC Home shirt; it means more to us than you could even imagine. After all, Liverpool Football Club is like no other. I have no doubt that our fans will love the new kit, and will wear it with pride when supporting us this coming season.”

For this initiative, New Balance worked with HYFN, a Snapchat API Partner and insight-driven agency that creates meaningful customer journeys via content, social amplification and creative technology.