*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.
Today only, you will have the chance to “try on” one of the new USWNT home and away jerseys that will be worn in France this summer.
Thanks to a partnership between Nike and US Soccer, Snapchat users will be able to rock the new look via a Snapchat Lens that overlays the jersey and Nike’s famous “Just Do It” slogan on a user’s photo or video.
What do you need to know?
1. That it’s only for live for today, May 9th.
2. The lens is shoppable. Once used, a link out/swipe up opportunity to buy the jersey will appear, allowing users to go from trying it on to purchasing it in only a few clicks.
3. According to a Nike spokesperson, it’s the first time that the brand has ever delivered a shoppable activation for Nike apparel on Snapchat.
Snapchat, Nike and commerce…
In 2018, when Snap launched Snapchat’s native shopping experience, Jordan became the first brand other than Snap to sell a product via Snapchat.
That night, Jordan dropped the Air Jordan III “Tinker” on Snapchat with same-day delivery available. The shoe sold out in 23 minutes.
The rise of shoppable social media opportunities…
As platforms like Snapchat and Instagram become more refined, shoppable opportunities are natural evolutions to their platforms and ones that brands like adidas have seen success already with.
According to Kasper Rorsted, the CEO of adidas, Instagram played a major role in their online shopping success in Q1.
“There was no doubt that Instagram had a positive impact for our online business in the first quarter. Product launches and Instagram’s checkout tool were the two most important things for our online sales business in the first quarter.”