Why Adidas Is Leaking Upcoming Sneakers On Its Snapchat

Adi snaps.

Image via Digiday

Snapchat, the popular social media app that gives users the ability to see and share instant moments with others from the world, is now one of the latest applications being utilized by adidas Originals.

In a story from Digiday, Grace Caffyn reports on how the popular label is utilizing the platform. In an effort to combat leaked product and sneaker images, adidas Originals is using Snapchat to tell stories created by some of the label's brand ambassadors to organically leak some of the brand's upcoming product. Pharrell Williams was recently given the reins to the account in which he documented his Los Angeles launch of his latest adidas Originals collection during which he shared a preview of his upcoming 'Human Race' NMDs

This strategy is one that adidas Originals will be implementing over the course of this year and is being spearheaded by Silvia Calligher, adidas global PR and social media director. Calligher stated, “When we work with brand ambassadors, there are obviously common values, but they also bring to the brand something it didn’t have before. For Pharrell this included his Snapchat audience, so it was remarkable for us to launch with him,”

The adidas Originals social media team consists of five employees with two focused solely on Snapchat. The team already has a full year's worth of events and strategy mapped out so be on the lookout for adidas Originals to be sharing some pretty interesting snaps going forward.

Make sure to peep the rest of of the adidas Originals' Snapchat story right here.