A hand-picked selection by Johan Bertilsson, co-founder, Fibbl. Last updated: 15 September 2026.
I have gathered what I consider the 17 best interactive 3D integrations among footwear brands right now, across sports, outdoor, comfort, heritage, workwear and fashion. Most pair it with virtual try-on, and a growing number reuse the same 3D model for annotations, augmented reality, packshots and campaign imagery. They deploy it in three ways: as the first thing a shopper sees on the product page, as a one-tap option inside the existing image gallery, or already on the listing page before the click. This overview describes each brand’s implementation and, where a brand has published results, what those results were. It is based on Fibbl’s work with footwear and bag brands, covering 20,000+ scanned shoes and 72M+ end-consumer interactions.
The three ways footwear brands deploy 3D
- 3D-first product pages. The interactive model is the hero. Photos are still available, but second in order. Brands choose this when the product is sold on shape, construction or technical features, and when they want shoppers to inspect rather than browse. This is the pattern with the strongest published test evidence.
- 3D inside the gallery. The gallery stays image-led and a 3D toggle sits inside or next to it. Nothing on the page moves. Brands choose this when they want to add 3D without redesigning a product page that already performs.
- 3D from the listing page. Icons or a quick view on the product listing page signal that a product can be explored in 3D, so expectations are set before the click. Only a few brands do this yet, and it tends to come after the product page implementation is proven.
3D-first product pages
GANT
- Category
- Lifestyle footwear (licensed footwear range)
- Implementation
- Interactive 3D live on the entire footwear range since 2023, with packshots and virtual try-on on the same page
- Placement
- 3D first on the PDP
- Publishedoutcome
- An A/B test across 274 products, 13 markets and 400,000+ users showed a 6.3% conversion uplift for the 3D-first version.
Intersport
- Category
- Multi-brand sports retail
- Implementation
- 3D made standard across footwear PDPs, with annotations and virtual try-on
- Placement
- 3D first on the PDP
Kempa
- Category
- Handball and indoor court footwear
- Implementation
- 3D is the first thing on the page. Images sit second, with AR and virtual try-on alongside. Hotspots on the model open the technical story directly on the shoe, so features like the Re-Action Zone and the Kempa sole are shown where they sit rather than listed further down.
- Placement
- 3D first on the PDP
Waldläufer
- Category
- Comfort footwear
- Implementation
- No tabs, toggle or label. The interactive model fills the frame with nothing competing for attention.
- Placement
- 3D first on the PDP
RUMPF
- Category
- Dance footwear
- Implementation
- The model leads, with on-screen instructions (drag to rotate, pinch to zoom). Try-on sits in the top corner. Hotspots mark the knit, the split chrome leather sole and the elastic cuff. The viewer runs full width before the first photo. Further down the page, the campaign imagery, the macro knit shot and the studio scene are generated from the same 3D asset.
- Placement
- 3D first on the PDP
- Publishedoutcome
- In a survey of 40+ newsletter subscribers, 56% scored the 3D view 7 or higher out of 10 for helping their purchase decision, and 44.8% said the virtual try-on made them more likely to order.
Joya
- Category
- Swiss comfort footwear, known for a soft, elastic sole technology
- Implementation
- 3D-first product pages with virtual try-on across the full range
- Placement
- 3D first on the PDP
Nø Name
- Category
- Fashion sneakers
- Implementation
- 3D-first PDP on Shopify with annotations and virtual try-on. Also signals 3D on the listing page (see below).
- Placement
- 3D first on the PDP, signalled on the PLP
Björn Borg
- Category
- Sports fashion
- Implementation
- Fullscreen interactive 3D experience, aimed at a younger, digitally native audience
- Placement
- PDP
3D inside the gallery
Gola
- Category
- Heritage UK footwear
- Implementation
- Interactive 3D on product pages, with virtual try-on on smartphones. Runs on Shopify.
- Placement
- PDP
Rains
- Category
- Danish bags and apparel, footwear launched recently
- Implementation
- Interactive 3D on footwear PDPs with annotations highlighting design details and functional features
- Placement
- PDP
Arc’teryx
- Category
- Outdoor and technical footwear
- Implementation
- Interactive 3D on PDPs with annotations on technical details and functional features
- Placement
- PDP
Bexley
- Category
- Quality men’s shoes
- Implementation
- Interactive 3D with annotations and virtual try-on. The aim is to let shoppers control how they inspect the shoe and to help them understand the assortment.
- Placement
- PDP
Gaerne
- Category
- Performance and motorsport footwear
- Implementation
- Interactive 3D with annotations and virtual try-on, used to show the stitching, materials and functional details that static images miss
- Placement
- PDP
Luhta
- Category
- Nordic outdoor
- Implementation
- The 3D toggle sits inside the gallery, not beside it. One tap turns the same viewport into an interactive model, so nothing shifts and no new page loads. Virtual try-on sits directly under the viewer, above the add-to-cart button.
- Placement
- Gallery toggle on the PDP
Tretorn
- Category
- Swedish heritage footwear and rainwear
- Implementation
- Interactive 3D viewer with video, virtual try-on, augmented reality and annotations, on a custom background matched to the brand
- Placement
- PDP
BÄR
- Category
- German comfort footwear
- Implementation
- Interactive 3D on the website, used to communicate comfort, health and craftsmanship in a way flat images cannot
- Placement
- PDP
3D from the listing page
Sun Day Red
- Category
- Golf footwear and apparel
- Implementation
- Immersive 3D on the entire footwear assortment, on both PDPs and PLPs. A quick view with annotations on the listing page lets shoppers explore before clicking through.
- Placement
- PLP quick view and PDP
Nø Name
See above. Icons on the listing page set expectations, and the product page opens 3D first.
What these brands have in common
Different customers, price points, countries and categories, and the same decision. Across Fibbl’s platform, the plain interactive 3D viewer accounts for roughly 89% of all end-consumer interactions. Dimensions, virtual try-on, annotations, video and AR each sit in the low single digits, and AR is under 1%. In practice, shoppers mostly want to rotate and inspect the shoe. The brands above that lead with the viewer, and treat try-on and AR as supporting tools rather than the headline, are building around how the feature is actually used.
The second pattern is reuse. RUMPF and GANT generate packshots and campaign imagery from the same scan that powers the viewer. Once the 3D model exists, the product page is one output of it rather than the only one.
Frequently asked questions
Does interactive 3D increase conversion on footwear product pages? Published A/B tests say yes for the brands that have run them. GANT measured a 6.3% conversion uplift with 3D-first pages across 274 products and 13 markets. NUBIKK measured a 10.9% add-to-cart uplift and a 16% transaction uplift over 24 products and 36 days, with the desktop result inconclusive. Rossignol measured an 8% add-to-cart uplift with 3D-first plus virtual try-on across 160,000 visitors and 30 markets. Results vary by category, assortment and page design, and brands should test on their own traffic.
Is 3D-first better than adding 3D inside the gallery? The published test evidence is for 3D-first pages. Adding 3D inside an existing gallery is a lower-risk change for a page that already performs, but there is less public data on its effect.
Can the same 3D model be used beyond the product page? Yes. Brands in this list reuse the scan for packshots, campaign imagery, annotations, AR and try-on. GANT reported 50% time and cost saved on packshots by generating them from 3D instead of shooting them.
Johan Bertilsson is co-founder of Fibbl, where he leads go-to-market. Fibbl has 3D scanned more than 20,000 shoes and bags and powers 72M+ interactive product experiences for footwear and bag brands including GANT, Gola and Samsonite.
