Selfridges’ already busy sports-themed summer promotion Sportopia at its flagship London store has now added Snapchat to the roster.

The multimedia messaging app has launched its own sports themed augmented reality (AR) Locker Room at the department store with the pop-up available throughout July and August.

Offering ‘AR Mirror’ experiences, shoppers are able to virtually try on their favourite sports kits, interact with top sports brands and experiment with AR lenses. They can also see their appearance in a custom Team Selfridges Sportopia football kit.

A QR code will also let them save and share their favourite looks with friends and family.

Snapchat Senior Marketing Director of EMEA, Kate Bird, said:“Sports fans are no longer just the people flooding the stadiums – there’s a much larger digital audience, and new tech like AR is continually changing the way people engage with sport.

“To connect with the next generation of fans, sports teams, channels and brands have to meet them where they are – and our immersive Locker Room experience demonstrates how Snapchat is helping brands to connect with digital communities and getting people closer to the games they love.”

The sport-themed activations at the store also includes a Lacoste takeover. Not only has it taken over the rooftop Alto by San Carlo restaurant and terrace to temporarily open Le Club Lacoste, but it has also secured exclusive second-floor space to display its new summer runway collection.
 
That’s a “global retail exclusive” for the collection by newly-appointed Creative Director Pelagia Kolotouros. 
 
And Authentic’s Champion brand has also launched a shop-in-shop concession within the store. 
 
It’s in the ‘Designer Studio on the Third Floor’ and features a curated collection of the brand’s “most elevated product”, inspired by Champion’s archives, as well as a selection of exclusive pieces available only at Selfridges.