Yeezy Season: adidas Launches Sneaker Reservation App

is about to throw down some rolling thunder on the sneakerworld when the first fruits of his adidas collaboration drop, and the Three Stripes suits have prepared for the storm. Adidas are launching a 'hype sneaker reservation app', which looks like an attempt to circumvent the dangerous crowd behaviour at stores, online bots and the ensuing bad consumer vibes against brands that often come in concert with highly anticipated product releases.

The app is called adidas Confirmed and enables users to sign up to receive notifications about when reservations for hyped releases become open, those with the fastest fingers can then reserve a pair. The lucky one will then be instructed where to pick up the shoes locally.

Simon Atkins, adidas vice president of brand activation said the app addressed a 'real market need.'

'Until now, the industry standard for reserving hype sneakers has been social media or lottery-based systems, which often result in long lines and unclaimed reservations,' he said. 'We thought about our consumers, what platforms they’re using the most and what would make the most sense for them. The adidas Confirmed mobile app is our way of improving the customer experience and reaching kids in an environment where they spend most of their time. It’s a totally new way to bring limited-release sneakers to market and we expect to see a paradigm shift in the industry now.”

adidas Confirmed is available for download now, through the Apple app store or Google Play. The first release available for reservation through the service will be the Kanye West collaboration.