Last weekend was the 30th Anniversary of the iconic Nike Air Jordan 3, and the celebration was in full swing over at the NBA All-Star Weekend in Los Angeles.
Nike made history that weekend by becoming the first brand to sell a product directly through the Snapchat app, with a surprise special pre-release of its Air Jordan III “Tinker” shoe, according to a post on TechCrunch.
People who attended a Nike party after the NBA All-Star game on Feb. 18 could scan exclusive Snap codes to open the app and purchase the sneakers for same-day delivery.
The shoes sold out within 23 minutes.
eCommerce platform Shopify and startup Darkstore managed order-taking and delivery for the special sneaker promotion and Agency R/GA developed the activation.
Darkstore CEO Lee Hnetinka said to Tech Crunch: “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. The Snap code introduces a new paradigm for commerce.”
Aside from its recent brand merchandise release, this has been Snap’s biggest foray into eCommerce. Earlier this month Snap introduced a line of merch that includes Dancing Hot Dog plushies, Snapchat logo sweatshirts, and branded hats. Letting brands sell their own merchandise thru the platform might be the shot in the arm, the struggling company needs.