ADIDAS ANNOUNCES NEW SNEAKER RESERVATION APP'CONFIRMED'

Adidas has officially unveiled a new revolutionary app that allows consumers a new way to get their hands on the most sought after sneaker releases. The app, called 'Confirmed', verifies a users location and allows the consumer to reserve a sneaker that is releasing in their area, thus nullifying the use of 'bots' which automatically add releases to the cart regardless of location.

“If you look at the landscape today in our industry, it can be very frustrating,” explained Simon Atkins, adidas VP of Brand Activation. ”People are faced with several issues that gets in the way of a seamless transaction. A lot of retailers use a lottery system in brick and mortar. A lot of people believe the system is rigged. Because of a live re- sale industry, a lot of people trying to game the system. We’ve tried to be the first in the industry to cut through all of that.”

Not only are those 'lottery systems' often rigged, but sometimes they don't even happen at all due to rowdy crowds and police interference. This app hopes to even the playing field for those hoping to snag the most highly sought after sneakers, including the much anticipated 'Yeezi 3,' which 'Confirmed' will be used for.

Rumors suggest the Kanye West x Adidas collab will be dropping during the NBA's All-Star Weekend (2/13-2/15), so make sure you download the app before then.

“When you look at the business of
sport for footwear and apparel, highly anticipated product (particularly footwear) drives interest around a product,” added Atkins. ”While the app is associated with Kanye West, it has longevity along a large amount of our
limited release products, including with sport.”

The Confirmed app is supported on Apple iPhones and users are advised to enable push notifications on the app to receive notifications when reservation periods begin. As of now, users must be located within New York City to take part in product launches though this is sure to expand in the near future.

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