Nike And Kendrick Lamar Are Using Augmented Reality To Sell Sneakers On Tour
Photo Credit: Photo: Nike

Nike And Kendrick Lamar Are Using Augmented Reality To Sell Sneakers On Tour

The Top Dog Entertainment Championship Tour is bringing artists from the beloved West-coast label to fans across the country, including Pulitzer Prize-winner Kendrick Lamar. And beyond great live performances, fans can also snag exclusive shoes through the Nike SNKRS app, which is allowing fans to buy the limited-edition collaboration using an augmented reality camera.

Photo: Digital Trends
Photo: Digital Trends

At select shows on the tour, fans with Nike’s SNKRS app will have exclusive access to buy and reserve a pair of Kendrick’s limited edition Cortez Kenny IIIs while attending the concert. This marks something new for the cross-section of fashion and technology — combining apps with a live concert experience in order to snag limited edition capsule collection items.

Typically the SNKRS app uses augmented reality cameras in order to steer customers in the right direction to shoes that are digitally buried in secret locations. But this time around the camera will allow people to buy the shoes anywhere inside the arena.

The first concert-based SNKRS drop was at the Los Angeles stop earlier this month, but other opportunities include the Houston stop last week, the New York City show on May 29, the Boston show on June 5 and finally the Chicago tour stop on June 15.

The first night saw NikePlus members getting initial push notifications of the drop and another when the shoes became available. But there were some issues with the timing of the drop at the Los Angeles show, causing it to be 30 minutes late. Within the first five minutes of them being on sale, the shoes sold out. Nike didn’t release the number of shoes made available during that show.

Fans who can’t make these concerts will still have a chance at the Cortez IIIs through the SNKRS app, but these tour stops are a more surefire way to get your hands on the collaboration.