In a move reminiscent of Nike’s earlier in the year, Adidas released its latest ‘Falcon W’ sneaker on Snapchat.
It seems more and more brands are turning to Snapchat to “bridge the gap between content and commerce,” in ways that other platforms haven’t been able to. Earlier in the year, we saw how Nike became the first brand to sell a product directly through Snapchat when it dropped its new Air Jordans through the app. Fans were able to use a special AR world lens and QR code to purchase the shoes which were sold out within 23 minutes (get it?).
More recently, Adidas partnered with Darkstore to pre-release its new Falcon W design, but unlike Nike’s release which was done with an AR world lens and QR code during a real-life event, Adidas dropped the sneakers on a new Snapchat show – Fashion 5 Ways. The shoes also sold fast – albeit within six hours.
Users who watched the show were able to swipe up and buy the shoe through the app with an experience provided by Shopify and Darkstore will fulfil the orders to all customers by this week. The show was watched by “millions” according to Snapchat, with 70% in the 13-24 female group.
Chris Murphy, senior director, digital activation, North America at Adidas explained that the partnership with Snapchat “was all about coming closer to [the] consumer and bringing a unique brand experience to one of the platforms that they value the most.”