In support of launching its new limited-edition Yeezi sneakers, created by Kanye West, Adidas released a mobile app to enhance the consumer purchasing experience.
Adidas’ new app, Confirmed, allows customers to find out when a supply of the shoes becomes available near them and reserve a pair directly from their phone – eliminating long lines and waits. While the application will be exclusive to New York City at first, it is likely a sign of what’s to come for future launches by brands eager to stoke anticipation among their fans. By incorporating a digital component with high-demand product launches, brands can create a more positive pre-ordering experience.