Snapchat looks like it is "turning into a sneakerhead’s new favorite ecommerce store" after the social media app "partnered with Adidas and Darkstore to pre-release a new style of the Falcon W shoe on Aug. 21," according to Ann-Marie Alcántara of ADWEEK. However, unlike Snapchat’s previous partnership with Nike and Air Jordan, which was done through a "special AR world lens and QR code, the Adidas shoe rolled out on a new Snapchat show called Fashion 5 Ways." Adidas U.S. Dir of Brand Communications & Digital Marketing Chris Murphy said, "This partnership with Snapchat was all about coming closer to our consumer and bringing a unique brand experience to one of the platforms that they value the most." Adidas said that the company had a 100% "sell-through rate (meaning all inventory allotted to the launch sold), and it sold out in six hours." Adidas "declined to share how many shoes it sold." A Snapchat spokesperson said that "'millions' watched this specific episode" and 70% were 13- to 24-year-old women. Adidas said that the shoe will "come to all consumers soon." Darkstore "normally does on-demand fulfillment." Company founder & CEO Lee Hnetinka said that this partnership "wasn’t that much different from previous ones the company’s done with Snapchat" (ADWEEK.com, 8/28).
