Ahead of the Dec. 9 release of the Air Jordan 11 "Win Like '96," early pairs of the red Jordan 11 hit the Nike SNKRS app via an augmented reality launch on Sunday. For the unexpected holiday-themed drop, Jordan had Santa Clauses placed in four malls in the U.S. to help distribute the shoes.
At the mall stations, where each Santa Claus wore the sneaker and sat in front of a giant Air Jordan 11 box, there were cards featuring an image that unlocked the shoes via the SNKRS app's camera. SNKRS users didn't have to be present to participate, though—anyone with access to the image could unlock the shoes in the app over the weekend.
Nike last used this augmented reality approach to selling sneakers for the "Black Pigeon" SB Dunk Low by Staple.