Snapchat launches new Bitmoji clothing collection in collaboration with adidas

Avatar personalization is increasingly becoming a new form of expression and a new opportunity for brands, and Snapchat, through its popular Bitmoji avatars, is looking to capitalize on this shift by incorporating new digital clothing options into your offering.

And this can be a significant step.

In a new partnership, Snapchat and adidas have teamed up to launch a new line of Bitmoji-exclusive clothing that, for the first time, can be purchased with in-app purchased tokens.

According to Snapchat:

🇧🇷We’re excited to announce the first ever Bitmoji Drop in partnership with adidas that allows Snapchatters to use tokens to request an exclusive. Chaqueta “In the Metaverse” (ITM). Through Friday, December 9, Snapchatters can claim an exclusive adidas ITM jacket in the brand’s recognizable yellow colourway, complete with 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 can make it a coveted digital collectible within the app.

But it is the buying process in this case that is more interesting.

As Snap points out, users will be able to purchase the ITM jacket in-app for 250 Snap tokens. Tokens can be purchased in-app and redeemed for merchandise at Snapchat’s various stores and offers.

As you can see in this image, Snap tokens come in varying packages and can be used in Snapchat’s various purchase and login offers, which Snap hopes to expand to a larger digital commerce ecosystem within the app.

Bitmoji is a key tool for Snap on this front. More than 250 million people use cartoon doubles every day, while more than 1 billion Bitmoji avatars have been created in total. As the metaverse’s momentum continues to build, this could be very important as users will increasingly seek out the best avatar options to represent them in these digital spaces and with so many people already developing a connection with their Bitmoji. , this can have a broader view of adopting these characters as representative tools.

Snapchat also notes that it has already seen heavy engagement with its exclusive Bitmoji fashion releases, with its recent Air Jordan 2 x J Balvin sneakers claimed by more than 2 million Snapchatters.

Which of course is only a fraction of Snap 363 million daily active users. But that’s all, Snap doesn’t need all its users to buy digital items for this to be a profitable venture, with a relatively low cost of production, since there are no physical goods and therefore much less outlay for these products.

Though Snap is also experimenting with processes that could eventually allow users to turn their Bitmoji clothing purchases into real-life items, providing a greater connection between their online persona and their real selves.

Put all the pieces together – tokens, one-of-a-kind items, and actual product conversion – and you’ll see the fabric of Snap’s commerce systems take shape as you look at the next stage of digital connection and where your platform fits in.

To claim your adidas Bitmoji Jacket:

• go to your profile
• Tap the Bitmoji switch, then tap the adidas Bitmoji Drop banner
• Tap “Claim & Use” to use tokens to buy your jacket
• The jacket will be added to your avatar’s outfit and saved to “My Closet” in Bitmoji Fashion for access after launch is complete.