Emboldened by the star power harnessed in its ongoing “Nails” ad campaign with hip hop icon, Cardi B, Reebok has come up with an all-new, voice-based sneaker drop the footwear brand is calling the “first-of-its-kind.”
Reebok will be dropping an exclusive style of its classic Club C sneaker via the voice shopping functions found in both Amazon’s Alexa and Google’s Home speaker products, starting Sept. 7. Interested sneakerheads will need to access the drop via a new skill available on each platform, called “Reebok Sneaker Drop.”
By activating this skill on one of the voice shopping platforms, consumers and fans can enter themselves in a kind of raffle to win one of two styles in the highly exclusive collection.
“Celebrating the brand’s latest creative spot, ‘Nails,’ Reebok’s minimalist sneaker has been given a maximalist makeover with a limited-edition ‘Crystal Coated’ Club C up for grabs on the virtual assistants for a first-of-its-kind sneaker drop,” the brand said in a statement.
Of those who register, 50 will win a pair of “Nails”-themed Club C sneakers bedazzled with a host of hand-placed Swarovski crystals, with each of the sneakers displaying a specific, gem-laden model number.
Another 100 runners-up will be sent a pair of the retro, but less sparkly, Classic C 85s.
Actual registration process for the drop will be relatively straight-forward, likely a good thing considering the best way to capitalize on voice-technology appears to be to simplify the act as much as possible.
After requesting the “Reebok Sneaker Drop” on their device, consumers will provide Reebok with their size needs, name and other details—the only caveat to entering is that it must be done prior to the actual Sept. 7 drop date.
The collaboration with Reebok will not be the first time Swarovski lent its crystals to a sneaker drop. In 2018, it partnered with Nike to create an upscale Air Max with 55,000 individual crystals that was released on the SNKRS app.
For Reebok, by creating just 50 of its own Swarovski-studded sneakers and powering the release with the attractive powers of Cardi B, the brand looks to tap into both the nostalgia and exclusivity that has driven the sneaker market in recent years, particularly in the resale space.