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Nike has been testing new release strategies for its sneakers, utilizing its SNKR app, surprise drops, and interesting partnerships to keep sneakerheads on their toes. With its recent collaboration with David Chang and his Momofuku restaurant brand, Nike is leveraging the in-app camera.  In order to buy the new Nike SB Dunk High Pro “Momofuku,” people will need to have the latest version of the SNKRS app.

In order to buy the new Nike SB Dunk High Pro “Momofuku,” people will need to have the latest version of the SNKRS app. In the app, they’ll find a GIF of the shoe which clicks through to a new camera function in the app. Users then will have to take a picture of David Chang’s Fuku East Village menu at the actual restaurant, at Chang’s other New York City Momofuku restaurants or simply a picture of it (a picture of a picture). The photo will unlock the ability to buy the sneaker.

It’s a creative initiative that makes seeking out rare sneakers more fun, rather than camping out on the streets. It also helps traffic visitors to Momofuku restaurants. Also, it’s probably the first time a chef got his own sneaker.

 

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.