Nike became the first brand to sell a product via Snapchat this week, with the pre-release of its Air Jordan III “Tinker” following the NBA All-Star game.
Achieved via a partnership between Nike, Snap, Darkstore and Shopify, the initiative enabled attendees of the Jumpman All-Star after-party in Los Angeles to scan exclusive Snap codes to buy and receive the shoes by 10:30pm that same night.
All of them sold out within 23 minutes.
“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,” Darkstore CEO, Lee Hnetinka, told TechCrunch. “The Snap code introduces a new paradigm for commerce.”
“Jordan Brand and the Jumpman represent greatness, so we hold ourselves and our partners to that standard to create distinct and meaningful experiences for our community,” Dan Harbison, Jordan Brand’s senior director of global digital said. “To execute on that, we worked with some of the industry leaders in this space. Snapchat had an existing partnership with Shopify to create the frictionless commerce experience, so we felt that would make sense. We had also talked to Darkstore and liked their same day delivery solution and learned they had partnered with Shopify in the past, so that became an easy decision.”
Darkstore is an on-demand fulfillment startup that looks to locations such as malls with excess capacity to store products, and uses them to then ship from same day. They become fulfilment centers with just a smartphone.
In this instance, the official release of the shoe isn’t until March 24, but using Darkstore and the other partners, served as an opportunity to drive interest and engagement with fans.
Nike has been experimenting with this idea of requiring shoppers to be in a physical space in order to get their hands on specific product, for some time. It previously did so via an augmented reality treasure hunt, for instance. We’re also seeing numerous other brands heavily playing with the notion of scarcity and experience, particularly surrounding streetwear and sneakers at present, including Palace, Supreme, adidas, and most recently, Converse.