The Los Angeles Rams unveiled their new uniforms for the (hopefully) upcoming 2020 National Football League season via a Snapchat augmented reality lens, marking the first effort of this type for both the league and the messaging application.
The new uniforms can also be previewed via in-game renderings of Rams players in EA Sports’ Madden NFL 20, and via interactive content on Instagram at SoFi Stadium in Inglewood, Calif., new home of the Rams and fellow NFL club the Los Angeles Chargers.
Snapchat said it worked with the Rams to ensure that the colors and designs were reflected accurately in its lens.
Snapchatters in selfie mode will be able to see AR renderings of themselves wearing the new Rams uniforms, and they can tap to choose between the royal blue version or the lighter bone color, as well as decide whether or not to be depicted wearing helmets.
The two players will initially appear together, and Snapchatters can move and position them, as well as select one of them, triggering Goff to throw a pass or Donald to do a sack dance.
The world lens is also accompanied by the voice of an official Rams stadium announcer and crowd noise audio from actual Rams games.
The lens can be unlocked for 48 hours by scanning the Snapcode below, and it is also available via desktop app Snap Camera.
Los Angeles Rams chief operating officer Kevin Demoff said, “SoFi Stadium is an iconic, transformative stadium that encouraged us to design uniforms as innovative as our new home. Our new uniforms preserve the storied legacy of the Rams with the horns at the heart of the design, while introducing vibrant colors and groundbreaking materials. We are proud to unveil a modern look for our players to wear as we begin this exciting new era for the Los Angeles Rams.”