Where it Began
Nike’s Global Brand Innovation team approached us with a seemingly simple task: explore how consumers could reserve products directly through Twitter. Quickly transitioning into a larger conversation, we stepped back and began creating the future landscape for how Nike, and brands around the world, would take high-heat products to market.
Say Goodbye to All-Night Lines
Gone are the days of electing to wait hours in line for the latest drop. Our digital solution, Twitter Reserve simplified the sneaker game, allowing customers to DM Nike their shoe size and hashtag of the latest drop and later pick up the pair at their preferred Nike store. Our custom application returned a series of automated responses and ultimately allocated inventory to consumers.
A Tech Trailblazer
Twitter Reserve not only gave customers their weekends back, it shook up the Silicon Valley. Twitter told us they hadn’t seen anything like it before. Competitors scrambled to imitate, hack and game our tech, but by the time they launched competing products, we were already on to the next.
Twitter R.S.V.P. marked the beginning of a more robust, enterprise platform that incorporated the best features of Twitter R.S.V.P. at a global scale: The Draw. We built The Draw to be the all-in-one platform for Nike to manage it’s most-hyped global product launches, the first of its kind.
The Draw provides a premium digital experience to consumers, giving them a chance to reserve limited release products at Nike stores or Nike.com. Like its predecessor, The Draw not only changed the shoe game, but also pushed the industry further by giving sneakerheads across the globe equal access to Nike’s hottest heat. The Draw’s success helped guide Nike’s global launch strategy and influenced other Nike projects, such as the Nike SNKRS app.