Champs Sports is the first sportswear retailer to offer virtual try-ons of sneakers using a new technology in Snapchat.

As part of its “Refresh Your Game” campaign to promote the rollout of the Nike Air Vapormax 2020 Flyknit and Nike Air Max 95, Champs is using Snapchat’s shoppable AR that lets mobile consumers see a digital image of the shoes overlaid on their feet before buying them directly with the tap of a “Shop Now” button.

Hoka One One, Sally Hansen and Gucci are among the brands that have also created virtual try-on experiences with SnapML, a machine learning technology Snap introduced in June.

The augmented reality (AR) experience has seen an average share rate of eight percent among users of the photo-messaging app, which is five times higher than the benchmark for average retailers, according to an announcement Snap shared with Mobile Marketer.