Diving summary:
Adidas and Snapchat have joined forces to launch a Bitmoji Fashion Drop that allows users of the app to dress their Bitmoji avatars in virtual branded merchandise, according to details shared with Marketing Dive.
Included in the limited-time release is an Into the Metaverse track jacket that features an Adidas Web3 logo and the brand’s signature stripes. Snapchat users can purchase the jacket from December 6-9 for 250 Snap Tokens, available in-app.
The latest tie-in between Adidas and Snap continues an ongoing partnership between the two and sees the clothing retailer further exploring the virtual wearable space. The effort also sees Snapchat continuing to prioritize digital personalization.
Diving information:
In seeking to be the first-choice clothing retailer for virtual worlds, Adidas is working closely with Snapchat. Aside from their latest tie-in with the app’s customizable Bitmoji avatars, the two have teamed up for exclusive apparel collections, World Cup activations, and even the chance to be the first brand to use the “unlockable” Bitmoji experience.
To access the Into the Metaverse Yellow Track Jacket, users can click their profile icon within the app to reveal an Adidas Bitmoji Drop Banner. Users then need to pay 250 Snap tokens, which can be purchased with Apple Pay or Google Pay within the app’s token store. In the US, 250 tokens can be purchased for $2.99. Although the purchase window is only open for a limited time, those who purchase the piece will add it to their virtual closet to wear after delivery.
Virtual wearables became a major focus for Adidas this year. In November, the brand created a new product category for virtual teams as part of your metaverse strategy. The clothing is designed for digital avatars and is compatible with other virtual worlds, and also came when Adidas released its first collection of non-expendable wearable tokens. The move alludes to growing interest among clothing retailers in how they can fit into the metaverse, with Nike launching at the same time .Swoosh, a marketplace for collecting and eventually trading virtual goods.
In pursuit of personal experiences, Bitmojis have proven successful for Snapchat, with more than 1 billion avatars created and more than 250 million people using them each day, according to data shared with Marketing Dive. Bitmoji Drops have been similarly positive since their launch in September: In a collaboration with Nike, the Air Jordan 2 x J Balvin sneakers were unveiled in a limited first edition where more than two million Snapchat users claimed the virtual sneakers in two days. period.
Aside from its Bitmojis, Snapchat has its eye on other digital experiences, namely augmented reality. In its last earnings call, Snap outlined three key priorities, AR being one of them. The focus isn’t without reason either, as Snapchat sees more than 250 million users interacting with its AR experiences per day on average. Some have taken advantage of the virtual experience, like American Eagle, which largely shaped your holiday endeavors around technology. snapchat in november partnered with Amazon Fashion to allow consumers to try on thousands of eyewear brands and styles from their phones.
Source: news.google.com