Over the weekend Nike became the first brand, other than Snap, that has ever sold a product via Snapchat, with a special pre-release of its Air Jordan III Tinker shoe that sold out within 23 minutes with same day delivery.
While 24th March is the official release date of the Air Jordan III Tinker sneaker, Nike wanted to do something special to commemorate the 30th anniversary of Michael Jordan’s famous slam dunk in 1988, better known as – when Jordon “took flight”.
A collaboration between Nike, Snapchat, Darkstore and Shopify saw Nike create a “holy grail of shopping experiences”, including delivering the shoes on the same night they were purchased, according to a report by Techcrunch.
People who attended the NBA All Star game after party in Los Angeles were able to scan “exclusive Snap codes” which enabled them to receive their product by 10:30pm the same evening. Once they scanned the unique code, they were taken to the Snap app where they were then able to purchase the pre-released sneakers.
This collaboration is Snapchat’s first big push for e-commerce which highlights its potential for hosting unique shopping experiences for retailers and brands.
Apart from the Snap codes, Nike also created a Snapchat geofence over the Staples Center in Los Angeles where the All Star game took place. Fans in the arena were able to access a special 3D augmented reality lens featuring basketball star Michael Jordan.
“This is the Holy Grail of the experience (Nike is) trying to intend, which is direct to consumer – to the actual consumer, versus a bot – and same-day delivery,” Darkstore CEO Lee Hnetinka told Techcrunch. “The Snap code introduces a new paradigm for commerce.”
On-demand fulfillment tech company Darkstore is a US-based startup that works by finding and exploiting storage spaces in prime locations that are underutilised, like empty shopping mall spaces, storage facilities and bodegas, for instance. Leveraging the power of the smartphone, Darkstore makes it easy to transform those vacant spaces into fulfillment centres. The idea that they are in prime locations means they can be shipped out on the same day.
This isn’t Nike’s first time selling its shoes using app-based experiences. Last year the brand released its SB Dunk High Momofuku shoe, which required sneakerheads to go to a Momofuku restaurant, then point their smartphone camera to the menu to see the pair of sneakers show up in augmented reality. From there they were able to purchase the shoes.
For Nike, it’s imperative that it continues to work on new channels to entice shoppers as millennials turn their backs on the brand in favour or newer labels. Nike’s innovative streak has seen it create new shopping experiences by leveraging off popular apps amongst teens, creating special and limited release merchandise to create hype around the brand and delight its shoppers, as well as partnering with newer retailers like Stitch Fix and Amazon to sell its merchandise.