When Kanye West’s new Adidas sneaker launches, you will be able to snag a pair of the much-hyped kicks without waiting in line.
That’s thanks to the new app Adidas Confirmed, which allows users to reserve a pair of limited edition shoes before they launch.
Kanye’s long-rumored sneakers will be the first product that will launch through the app, Adidas said. However, the company hasn’t revealed when the shoes will be available.
Before the debut of a limited edition shoe, users who have the app — it’s available for both iOS and Android — will receive a push notification, alerting them when reservations are open. They then select a size, choose a store nearby and receive a confirmation and pickup window. Once you have a confirmation, the shoes are guaranteed, provided you come during the pickup window.
Reservations are first come, first serve, and each person is limited to one pair per release. The app doesn’t process any payments; users pay for shoes in store at the pickup times.
Simon Atkins, vice president of brand activation for Adidas, said the app is as much about creating a more fair experience as it is about reducing problems that can arise when people wait in line for hours or re-sell shoes for large amounts of money during a launch.
“It’s become more and more difficult, unfair and clouded about how to actually get it,” he said of the current system. “There’s potential for lots of problems, some of it quite dangerous for consumers.”
App or no app, limited release shoes will still sell out, which Atkins readily acknowledged. But he said removing any doubt about the process will go a long way in the eyes of consumers.
“They get instant knowledge about whether have their product or not, and they are confident it’s a completely fair system, which is something you can’t say today,” he said.