How would Snapchat fit into the whole Metaverse shift? Will it still remain a distinguished space in AR and VR after the Metaverse does get established? Most likely. Snapchat was able to make a name for itself as a place for personal expression way before the Metaverse was even conceptualized. Expressions and avatar personalization are central elements in the current social shift, providing brands with new opportunities to increase their reach and make their way onto all-new territory.
How does Snap aim to latch onto this new trend you ask? The answer – a new partnership with Adidas, that’s how! That’s right, Snapchat and Adidas have collaborated to release a new line of exclusive Bitmoji clothing that, for the first time, can be purchased in the app via ‘tokens’.
“We’re excited to announce the first-ever Bitmoji Drop in partnership with Adidas that allows Snapchatters to use Tokens to claim an exclusive “Into The Metaverse” (ITM) track jacket. Until Friday, Dec 9th, Snapchatters can claim an exclusive Adidas ITM track jacket in the brand’s recognizable yellow colorway, featuring the Adidas web3 logo and black stripes on the sleeves.”
A virtual Adidas Bitmoji jacket? Sign me up! As an Adidas head myself, such an item would indeed be eye-catching, making it a potentially highly sought-after digital collectible. However, that’s not even the most interesting thing about this new partnership; that honor goes to the supporting purchase process.
Snap notes that users can buy the ITM Track Jacket not with cash, but with ‘Snap Tokens’. The tokens themselves can be purchased in the app and then later used to exchange for goods within Snap’s various shops and offers. Snap tokens, like Facebook Stars, come in various packages, usable later on in Snap’s various shops and access offers. Snap’s hoping this would allow it to expand into a broader digital commerce ecosystem within the app.
Bitmojis will prove central for the process on this front. With well over 250 million daily users and over a billion Bitmoji avatars created, it’s safe to assume that these cartoonish mediums are more than well-suited for the role they’re about to play, which could prove doubly important as the Metaverse push continues to take shape.
Snap also notes that it has already seen strong engagement with its exclusive Bitmoji fashion drops, with its recent Air Jordan 2 x J Balvin sneakers being claimed by over 2 million Snapchat users. It might have been but a fraction of Snap’s 363 million daily active users, but that’s the thing, even a small percentage of a rather large total is still something significant and, in this case, profitable. What’s more, Snap is also experimenting with processes that could eventually enable Snapchatters to convert their Bitmoji clothing purchases into real-life items, further bridging that ever-thinning line between your real and digital self.
The Wrap
Combined, tokens, exclusive product deals, and experimental processes begin to show just how much Snap’s commerce frame has really taken shape as it moves toward the next stage of connection. If you’re wondering how Snap will fit in as a platform after the Metaverse drops, it’s pretty clear that it’ll maintain its spot as a leader in the space.
To claim your own Adidas Bitmoji jacket, follow these steps:
Head to your profile
Tap on the Bitmoji option, and then tap on the Adidas Bitmoji Drop banner
Tap ‘Claim and Wear’ to use Tokens to purchase your jacket
The jacket will be added to your avatar’s outfit and saved to ‘My Closet’ in Bitmoji Fashion to be accessible after the drop ends.
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