Snapchat is releasing new Bitmoji apparel in partnership with Adidas | Popgen Tech
Avatar customization is increasingly becoming a new form of expression and a new opportunity for brands, and Snapchat, through its popular Bitmoji avatars, is looking to tap into this shift by adding new digital apparel options to its offering.
And this can be a significant step.
As part of a new partnership, Snapchat and Adidas have teamed up to release a new line of exclusive Bitmoji clothing that can be purchased for the first time with tokens purchased within the app.
According to Snapchat:
“We’re excited to announce the first-ever Bitmoji Drop in partnership with adidas, allowing Snapchat users to use tokens to get exclusive Into The Metaverse (ITM) Sport Jacket. Until Friday, December 9, Snapchatters can claim an exclusive adidas ITM track jacket in the brand’s signature yellow with the adidas web3 logo and black stripes on the sleeves.”
As you can see, the new virtual jacket can be an attractive item for your Bitmoji character, which could make it a sought-after digital collectible in the app.
But the most interesting in this case is the purchase process.
According to Snap, users will be able to purchase the ITM Sports Jacket in the app for 250 Snap Tokens. Tokens can be purchased in-app and redeemed for items in various Snapchat stores and offers.
As you can see in this image, Snap Tokens come in different packages and can be used in various Snapchat offers for purchases and access, which Snap hopes to expand into the wider in-app digital commerce ecosystem.
Bitmoji are a key tool for Snap on this front. Cartoon Doppelgangers are used by over 250 million people every day, and over a billion Bitmoji avatars have been created in total. As the push for the metaverse continues to take shape, this could prove to be very important, as users will increasingly look for the best avatar options to represent them in these digital spaces, and so many people are already developing a bond with their Bitmoji that could see wider adoption of these symbols as representational tools.
Snapchat also notes that there is already strong engagement with its exclusive Bitmoji fashion drops, with the recent Air Jordan 2 x J Balvin sneaker requested by more than 2 million Snapchat users.
Which, of course, is only part of Snap 363 million daily active users. But here’s the thing – Snap doesn’t need to force all of its users to buy digital goods for this to be a profitable initiative, with relatively low production costs since there are no physical goods, and therefore much lower costs for these products.
Although Snap is also experimenting with processes that could eventually allow users to convert their purchased Bitmoji clothing into real-life items, providing a greater connection between your online persona and you.
Put all the elements together — tokens, exclusive items, and the conversion of an actual product — and you can see how Snap’s business framework is shaping up as it looks to the next phase of digital connectivity, and where its platform fits into it.
To get your own Adidas Bitmoji Jacket:
- Go to your profile
- Click on the Bitmoji option and then click on the Adidas Bitmoji Drop banner
- To use tokens to purchase a jacket, click Claim and Wear.
- The jacket will be added to your avatar’s outfit and saved to My Closet in Bitmoji Fashion for access after redemption.