Snap, Nike’s Jordan brand, Darkstore and Shopify teamed up in a collaboration to pre-release the Air Jordan III “Tinker” on Snapchat with same-day delivery after the NBA All-Star game. This is the first time a brand other than Snap has sold a product via Snapchat.
The thousands who attended the Jumpman All-Star after-party in Los Angeles were able to scan exclusive Snap codes to receive the shoes by 10:30pm that same night. Once they scanned the Snap code, they were brought into the Snapchat app, where they could then purchase the sneakers.
Within 23 minutes, all the shoes sold out, said Darkstore CEO Lee Hnetinka. Darkstore, a startup that aims to become an “invisible retailer,” facilitated the deliveries.
“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,” Hnetinka said. “The Snap code introduces a new paradigm for commerce.”
In addition to the exclusive Snap codes, Snapchat geofenced the area over the Staples Center in downtown Los Angeles during the All-Star game. Within that geofence, fans had access to a special 3D augmented reality Michael Jordan lens.
The official release for the shoe isn’t until March 24.