GOAT is promising Friday-night fun for sneaker aficionados.
At 9 p.m. PST, the sneaker and streetwear marketplace will launch a virtual experience that allows users to “try on” some of the world’s rarest kicks—all in honor of Nike Air Max Day.
Though the holiday takes place on March 26, GOAT is kicking off the celebration of Nike’s iconic sneaker early. Released first in 1987, the Air Max style has seen countless iterations, but is characterized by a clear, encapsulated pocket of air at the heel that provides cushion and resilience.
While the Air Max was originally developed for performance, it has become a streetwear staple over the course of 34 years. GOAT’s augmented reality (AR) tech gives sneakerheads a chance to digitally don models they might not be able to find on the market, including some “unreleased and highly coveted” silhouettes. Reminiscent of AR features pioneered by luxury brands like Gucci and Burberry, which allow shoppers to visualize potential purchases virtually before committing to buy, GOAT’s rollout is, conversely, all about the experience.
The try-on feature will be available on the GOAT app Friday evening, and new silhouettes will be released weekly through March 26. On Friday, users will have the opportunity to virtually lace up the Sean Wotherspoon x Air Max 1/97—one of 2018’s most popular styles—and the Stash x Air Classic BW. Wotherspoon, who founded Richmond, Va.-based vintage sneaker store Round Two in 2013, has since graduated to designing sneakers in collaboration with the world’s leading brands. Last year, Wotherspoon launched a reimagined Superstar sneaker with Adidas in honor of the brand’s sustainability-focused SuperEarth program.
On March 12, GOAT users will have the opportunity to slip into the Off-White x Air Max 90 ‘Desert Ore,’ designed by Virgil Abloh, along with the Air Max 95 ‘Stash.’ The following week, 2017’s Atmos x Air Max 1 Retro ‘Elephant’—with a crackly motif on the leather upper reminiscent of the creature’s skin—will be available, along with the Air Max 1 ‘Urawa,’ style, which is only available in Japan. The program’s finale on March 26 will showcase the Air Max 180 ‘Opium’ along with the ultra-rare DQM x Air Max 90 ‘Bacon,’ a style originally released in 2004 in a palette reminiscent of the cured breakfast staple.
Earlier this week, Birmingham, Ala.-based Hibbett Sports announced its own Nike Air Max Day celebration campaign, in the form of a contest for consumers. Throughout the month of March, shoppers can submit entries to win a full year of free sneakers on the company’s website. A winner will be selected on April 9.
Nike also announced plans to release new styles, including the Air Max 2090 EOI, the Air Max Viva and the VaporMax Evo, in the spring.