Nike’s Jordan Brand aims to meet Snapchat’s youth community by launching the new campaign on Snapchat by introducing a digital clothing line for the Bitmoji avatars. Jordan is suggesting people another way to convey their style by making Snapchat and Bitmoji users dress up their avatars with their clothes, while expanding the scope of its campaign for its new clothing collection, which they can also purchase in actual situation. The range is available in limited retail shops as well as from Nike.com for immediate purchase.
Bitmoji avatars seem to be a core feature of Snapchat after the parent company purchased Bitstrips, the developer of the Bitmoji app for more than $100 million in 2016. Bitmojis allows Snapchat users to depict themselves in animated messages, augmented reality (AR) animations, or on their Snap Maps feature indicating the location of people who have shared their whereabouts.
The launch of the Jordan x Bitmoji collection arrives as Nike is increasingly relying for expansion on digital sales platforms. This week, Nike announced a 150% increase in demand for its app in Q1 2020, a nearly 200% increase in demand for its trade app, and a “triple-digit” increase in monthly active users. The net sales of the company rose 11 percent to $1.5 billion, as digital networks contributed incremental revenue of $900 million over last year.
The brand will continue to sustain the momentum going into the holiday shopping season by encouraging Snapchat users to make direct purchases of its new Jordan apparel from its Nike.com website.
Jordan is the newest brand to provide a clothing range for Bitmoji avatars. In a partnership with Snapchat last month, Ralph Lauren launched its first series. The launch includes on its website a “shop the look” function to boost direct sales from its recommended digital clothing ensembles.
Snapchat users have to press their profile in the upper-left corner of the photo-messaging app to see the list and swipe up to see Bitmoji portion of the menu. Clicking on “change outfit” enables the avatar designer, which among a range of digital apparel displays Jordan styles. Alternatively, the standalone Bitmoji app offers the avatar developer access as well.
