This Snapchat channel offers a first look for sneakerheads

Product leaks are common when it comes to highly awaited sneaker collections. To combat this, adidas Originals is using Snapchat (@adidasOriginals) to give viewers exclusive previews and to tell stories through their brand ambassadors.

To announce the channel, singer and producer Pharrell Williams took over the account and snapped the launch of his ‘Pink Beach’ footwear and apparel collection last month. He also previewed his unreleased NMD ‘Human Race’ sneakers, delivering a first-hand experience of the event. The takeover included hashtags and a special geofilter for the event, created by the artist and the brand’s in-house design team. The entire 128-second Snapchat story garnered 3.4 million views and 87% of users watched the full story.

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