From the ground up

Nike just became the first brand to sell a product directly through the Snapchat app. Those who attended the brand’s NBA All-Star games after party and weren’t deterred by the app’s recent changes could scan exclusive Snap codes to purchase the Air Jordan III “Tinker” shoe, which (sadly) sold out in 23 minutes.

While a partnership between Nike and Snapchat will no doubt drive excitement around the “Tinker” shoe’s full release in March, the union marks an even bigger potential for both brands and e-commerce spaces.

Notably, in June 2017, Nike announced the release of the SB Dunk “Momofuku” shoe via its SNKRS app with promotions to dine at the actual restaurant. More recently, the brand dropped Virgil Abloh’s “The Ten” series via the same app. Similarly, Snapchat tried its hand at branded merchandise, releasing its own Snap specs and hot dog costumes.

While it’s unlikely that Snapchat will make a significant amount of money from its own merchandise, the introduction of brands selling products on its platform could boost engagement and sales for media platforms and respected labels all around.

For those looking to cop, the Air Jordan III “Tinker” will be available on March 24 at Nike’s online store.

In related news, Nike’s next hybrid masterpiece is the Air VaporMax 97 “Japan.”

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  • Main & Featured Image: Nike

Candice Nembhard is a writer and journalist based in Berlin.

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