Your money is no good here... but Snapchat is.

The Product

Adidas Originals is ready to present its Color BOOST models to the world after its incredible success on the Ultra Boost Uncaged silhouette. The second model to receive the much-anticipated upgrade is the NMD_R1 PK, with a colored midsole that will debut first as a black Color BOOST.

For the inaugural release, an extremely limited edition of 500 “Pitch Black” NMD_R1 PK models will be seeded to special partners and influencers. All-black-everything details the shoe, with the onyx shade splashed across the EVA inserts, the outsole and even the collapsible rear heel support. A special detail that separates it from future releases include a “1/500″ numbering found at the rear pull tab paired with the exclusive color combo.

Beyond the special pair, an even-more-exclusive seeded package will arrive to a very select few individuals, packaged in an “Urban Utility” set. Along with the “Pitch Black” pair, a blacked-out Rimowa Topas Multiwheel 45L suitcase will include all-black colorway accessories from other world-class brands such as a Porter Travel Pouch, (multee)project Type 2L Matte Black carabiner, a SIGG Traveler Alu Black 1L bottle, and lastly an adidas Originals NMD black sneaker dust bag.

The Strategy

While the “Pitch Black” will not be released in-stores, adidas Originals gave fans a chance to win the exclusive pair through a special Snapchat competition.

Once Again Snapchat is the key driver for companies to connect socially with their target audience.

- Story went live on Snapchat at 12pm EST Saturday, July 30. The contest will be live for 24 hours.
- The snap story will reveal a series of hidden numbers, once complete, users can piece the numbers together and text the final phone number and await next steps.
- 100 entrants will be selected at random once the Snapchat story expires, and will receive a pair of the NMD_R1 PK “Pitch Black.”

Jarrad Bell