On October 20, Nike executed a surprise drop of Virgil Abloh’s coveted Air Force 1 Low from “The Ten.”
SNEAKRS app users in New York, Chicago and Berlin were given a chance to snag a pair of the kicks by taking a part in a scavenger hunt made possible by the new SNEAKRS STASH feature.
The app feature was designed by Nike’s s23NYC digital studio and allows users to unlock access to hidden “Stash Spots” in their respective cities. As pictured in Berlin above and below, only a select few were able to get their hands on the shoes.
The SNEAKRS Stash feature makes use of Geo Targeting as well as Augmented Reality and the SNEAKRS augmented reality camera in the app to blur the line between digital and physical purchase.
The drop in Berlin was Nike’s first outside of the U.S. that made use of the AR camera within the app and could be a sign of things to come, as Nike continues to push the boundaries when it comes to retail experience.
Nike has been dreaming up novel ways to release sneakers in recent times, notably using augmented reality to launch the recent Nike SB Dunk High “Momofuku.”
Did you take part in the hunt, and if so, were you successful? Let us know in the comments.
Staying with rare footwear, adidas is gearing up to release just 900 pairs of its NMD_R1.