Dive Brief:

• Global athletic brand Adidas has launched Adidas Confirmed, the first mobile reservations app for limited-edition sneaker releases. 
• Adidas Confirmed uses smartphone geopositioning to verify buyers’ locations and protect them from bots placed by resellers. 
• The company is promoting the app alongside the New York City launch of its Adidas Kanye West collaboration, and will use it to streamline future special releases. 

Dive Insight:

Challenged by resellers’ bots on the social media and mob scenes at brick-and-mortar retailers, many sneaker collectors are starting to believe that the system controlling access to new lines of limited-edition sneakers is rigged. In response, Adidas has released Adidas Confirmed, an app that promises to take the frustration out of buying “hype” goods.

Already available for download for newer iPhones and on Google Play, the app will first help users navigate the launch of the much-hyped Adidas Kanye West line of footwear and apparel. The system will provide those interested in purchasing with a reservation and issue a push notification when they can claim access to the merchandise. While reducing the tension that sometimes rises in the long lines for coveted sneakers, this app may be able to help retailers keep an orderly fulfillment process in their stores.