Buy Nikes on Instagram.
Nike plans to “seamlessly” offer its sneakers to customers on Instagram, the company said this week.
Right now, details are unclear of exactly how Nike will use the app to sell shoes, but the new commitment positions the sneaker brand as one of the first major companies to invest its resources in Instagram as a way to sell products directly to consumers.
Most other brands have only experimented with shoppable tags since Instagram introduced the e-commerce feature in November. Brands can tag their photos with links to products that show up the same way a tag of a friend or another Instagram user would.
Nike has experimented with the ways it reaches buyers lately. The brand’s 2015 SNKRS app added an augmented reality component and Nike committed to selling its sneakers directly on Amazon. Nike and other major brands had been plagued by counterfeiters on Amazon, and Nike’s partnership with the e-commerce giant suggested more brands that have resisted the pull of direct sales on Amazon could get on board.
Instagram, for its part, is still navigating how to support brands without turning the app into an e-commerce site.
If Nike gets it right, more brands could follow.
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