Some fans were the first to get a few exclusive Air Jordans on the head. It is the first time that a brand sells online via the Snap Store, outside Snap itself.
Nike experiments with Snapchat to market his latest pair of Air Jordan sneakers. A small amount of Air Jordan III Tinker sneakers were launched in L.A. after the NBA All Stars basketball match. A few were only available for the lucky ones who managed to scan the Snap code.
After scanning the code, they were directed to the Snapchat app, where they could buy the sneakers online. The pair of shoes were delivered that same evening. It took 23 minutes before the shoes were completely sold out. In addition to the
According to TechCrunch, it is the first time that a retailer outside of Snap has used the e-commerce function of the app. Snapchat introduced its own e-commerce platform at the beginning of this year where it offers Snap merchandise. As with Nike's sneakers, users can enter the store by scanning a Snap code. The entire buying process takes place within the app, from selection to check-out.
Although the store has mainly been used to sell its own products, the platform also has potential for external sellers. The seamless buying experience can make Snapchat a favor, while other social networks such as Twitter continue to struggle with the mix between social media and e-commerce. The fact that Nike chooses Snapchat is undoubtedly a step in the right direction for the medium.