From the ground up

adidas‘s no-holds-barred onslaught on the streetwear world shows no signs of letting up, as the German megabrand is set to launch the world’s first app for reserving sneakers. Dubbed “adidas Confirmed,” the app sets to simplify the exasperating process of copping in-demand sneakers by simplifying the reservation system, eliminating online bots and putting the customer first, we’re told.

Allowing users to sign up, reserve and pick up their sneakers using only their mobile phones, the app sends push notifications when drops are available in designated geographical zones, allowing the user to reserve a pair instantly. The customer will then be informed of where and when they can pick up their designated pair, and upon arrival at the location can purchase their sneakers by simply showing the app’s confirmation, thus eliminating the need for freezing cold overnight campouts and mile-long lines.

Not the first time the big boys of the sneaker industry have attempted to tackle the madness of hyped releases (see Nike’s completely unannounced release of the Yeezy 2 “Red October”), it will be interesting to see how effectively the app combats the problem of online bots and hysterical release days.

adidas Confirmed is available for download now through the Apple App Store and Google Play, and is sure to be put to the test when Kanye West’s debut adidas collection launches later in the year.

Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's digital fashion content.

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