Nike's latest Air Jordan 'sneaker' showed the potential of the Snapchat trade

    Abdulaziz Sobh

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    Snapchat has yet to make a huge impact on e-commerce, instead, prefer to focus on its advertising business model for the time being.
    But a partnership between the social networking application and Nike during the NBA All-Star weekend showed Snapchat's potential to become the home of exclusive trading experiences in the future.
    During the All-Star weekend, Nike organized a special concert in Los Angeles, the host city of the game. The attendees were guided to use the Snapchat camera to scan a code displayed on a basketball backboard to see the new Air Jordan III "Tinker" sneaker in the app.
    The guests were able to buy the shoe inside Snapchat with the help of the technology of the e-commerce software company Shopify. And most of the kicks were delivered to customers the same day, thanks to a logistics startup called Darkstore.
    The fall of the sneaker comes a few weeks after opening his own Snap Store, where he sold some of his own sweatshirts and branded hats. For now, however, these launches are presented as unique attractions instead of a coherent online trading strategy. But the potential is there for more.

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