Waiting in a line four blocks long for the next “it” shoe isn’t part of the sneakerhead myth and mystique anymore — at least for Adidas fans.
The brand launched the first sneaker-reservation app today, called Adidas Confirmed. The app, available at Apple’s App Store and at Google Play, allows shoppers to select a special-release sneaker and hold it for pickup in their neighborhood.
One of the major benefits of the app, according to the company, is that customers can beat out spam and bulk reservations. Also, the geo-location-specific interface allows the app to tell you if the shoe is in stock, cutting down on hunt time.
Adidas has big faith in the app. The company is using the new platform to help host the release of its hotly anticipated Kanye West collaboration.
“We wanted to create a more elegant, safe and consumer-friendly way to launch marquee shoes to our most loyal customers,” said Simon Atkins, VP of brand activation, in a release. “We wanted an experience that would treat everyone fairly, allow instant confirmation of product availability and reduce long lines.”
Initially, pickup locations are only in New York, at Adidas stores and wholesale partners. The brand does plan to expand into other cities.
Adidas isn’t the only one getting into the app game. Take a look at other brands that have recently debuted apps:
Under Armour launched a fitness app in December.
Rebecca Minkoff bowed an app in conjunction with her first U.S. store opening.
Wanelo, Nordstrom, Keep and others made our “Best Apps of 2014” list.