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§ Private Profile · Los Angeles, CA, USA
A location-based AR mobile game for sneaker enthusiasts, offering virtual sneaker collection, trading, and blockchain-backed digital collectibles.
Aglet is a London, England-based mobile gaming company that develops a location-based augmented reality application allowing users to collect, trade, and purchase virtual sneakers. The free-to-play platform tracks real-world physical movement to reward players with in-game currency, which can be used to acquire digital apparel and blockchain-backed collectibles. Since its initial launch, the application has attracted millions of registered users globally and secured over $24 million in total venture funding, including a $16 million Series A round in May 2022. The company generates its primary revenue through in-app microtransactions and brand sponsorships, establishing strategic partnerships with major footwear manufacturers such as ASICS, New Balance, and Vans. Aglet is backed by several prominent institutional investors, including Galaxy Interactive and Amazon's Alexa Fund. The digital enterprise was originally founded in 2019 by co-founders Ryan Mullins and Owen Batt.
Aglet has raised $5.0M across 1 funding round.
Aglet has raised $5.0M in total across 1 funding round.
Aglet is a technology company that develops a location-based augmented reality mobile game blending gaming with streetwear culture. Players collect virtual sneakers and apparel by walking or running in the real world, complete challenges, and access a digital marketplace for in-game purchases, including real-world streetwear items.[1][3][4] It serves sneaker enthusiasts, brands, creators, and customers, solving the problem of engaging fans through immersive, gamified experiences that bridge digital collecting with physical activity and commerce.[1][3] Founded around 2018-2020 and based in London, UK, Aglet has shown growth momentum, reaching 3.5 million active users by July 2022 and launching NFT features in 2022, including the Aglet One sneaker-NFT hybrid.[1][4]
Aglet was co-founded by Ryan David Mullins (CEO) and Owen Batt of onlife Inc., with development starting around 2018-2019 in England.[1][4] Inspired by Pokémon Go, the idea emerged to merge location-based gaming with the booming streetwear and sneaker culture, allowing players to earn currency through real-world movement to collect limited-edition virtual sneakers from top brands.[1][4] Pivotal early moments include its April 2020 release on iOS and Android, rapid user adoption amid the pandemic's outdoor activity surge, and winning the 2021 LVMH Innovation Award for Media & Brand Awareness.[1][4]
Aglet rides the wave of location-based AR gaming and Web3 fashion, capitalizing on post-Pokémon Go success (hundreds of millions of downloads) while timing aligns with streetwear's $185B+ market and NFT hype peaking in 2021-2022.[1][4] Favorable forces include rising mobile AR adoption, brand interest in gamified marketing (e.g., LVMH award), and phygital trends blending physical products with digital ownership amid metaverse growth.[1][4] It influences the ecosystem by pioneering sneaker-NFT hybrids, inspiring brands to enter gaming, and boosting outdoor activity apps in a sedentary digital era.
Aglet is poised to expand its phygital sneaker economy, potentially scaling through more brand collabs, global events, and metaverse integrations as AR hardware improves. Trends like AI-personalized sneakers and sustained Web3 recovery will shape it, evolving its influence from niche gaming to mainstream fashion-tech disruptor. With 3.5M users as a base, expect user growth via updates tying virtual rarity to real resale value, solidifying Aglet's role at the gaming-streetwear nexus.[1][4]
Aglet has raised $5.0M across 1 funding round. Most recently, it raised $5.0M Seed in December 2020.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Dec 1, 2020 | $5M Seed | Sapphire Ventures | Equity Alliance, Fusion VC, Lerer Hippeau, Pareto Holdings, Super Ventures, Greg Castle, Matt Miesnieks, Nate Mitchell, Forecast Ventures, Lakestar | Announced |
Aglet has raised $5.0M in total across 1 funding round.
Aglet's investors include Sapphire Ventures, Equity Alliance, Fusion VC, Lerer Hippeau, Pareto Holdings, Super Ventures, Greg Castle, Matt Miesnieks, Nate Mitchell, Forecast Ventures, Lakestar.