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How adidas Is Using Snapchat to “Leak” Upcoming Sneakers

A first look at Pharrell x Human Made adidas Originals NMDs.

In an effort to combat the effects of leaks, adidas Originals is taking to Snapchat. Opening up its Snapchat account to fans worldwide last week, adidas enlisted Pharrell to live-snap the launch of his adidas Originals line. In it, he previewed his unreleased and unannounced NMD kicks. Rendered in a purple color, the shoes are a collaboration with NIGO’s Human Made line. Earlier in the year, we offered a first look at the kicks in a yellow color.

“We’re at a moment where the classic mechanism of launching a product isn’t always working. It’s a global world and one where everyone with a mobile phone can capture a picture that’s under embargo,” says Silvia Calligher, global PR and social media director for adidas Originals. She continues on to say, “We didn’t know beforehand if [using Snapchat] was the right thing to do. We really want to give users an inside look. Make it a priority to see Snapchat before every other channel. There, once it’s gone, it’s gone.”

The entire Snapchat story garnered over 3.4 million views, and adidas is planning to continue with influencer takeovers. So make sure you add adidas Originals on Snapchat for the latest news on its upcoming kicks.

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