With the app Confirmed, adidas tries to challenge Nike

With a little delay compared to the United States, adidas Confirmed, the German brand's app dedicated to exclusive launches and limited releases, has also landed in Italy. Something similar to SNKRS therefore, a new step towards the strategy that wants brands to be increasingly closed and autonomous in the distribution of some sneakers.

It's no coincidence that adidas has decided to inaugurate the landing in Europe of its app with a restock of the Yeezy Quantum and is now getting ready to launch other new models of Kanye West sneakers over the course of the month. Not only that, over time the app will become the protagonist of exclusive launches of other collaborations with Prada, Pharrell, Palace, Craig Green and Human Made, as well as hosting a series of exclusive contents such as articles and interviews.

While Nike's SNKRS is infamous for making life difficult for sneakerheads, it will be interesting to see how adidas will approach releases through Confirmed. If in the past some sneakers were made available online through the Waiting Room and related virtual kilometric files, now the brand strategy could move to shock drop in-app and release only by reservation in some selected flagship stores.