Nike just became the first brand to sell a product directly on Snapchat.

During a Nike-hosted concert after last weekend’s NBA All-Star game in Los Angeles, guests could use their Snapchat cameras to scan a special code that enabled them to view and buy the new Air Jordan III “Tinker” sneaker without leaving the app. The collaboration, a first for both Nike and Snapchat, may signal a move into e-commerce that could help the social platform reverse its waning popularity.

Nike’s expertise in digital has helped the company maintain the top position in L2’s Digital IQ Index: Activewear since 2012. One of the first big brands to embrace insta-commerce, Nike also stepped up as one of the first to partner with Amazon, where it now boasts the third-largest number of bestsellers in the Sports & Fitness Clothing category.

On the other hand, Snapchat has been slow to get into e-commerce. Even the new Snap Store doesn’t sell other brands’ products, instead marketing novelty merch such as a dancing hot dog plushie. The sneaker collaboration could indicate a major change of perspective.

Though it’s unclear yet whether other brands will follow Nike’s lead, the sneaker drop proved successful. Within 23 minutes, all the shoes sold out.

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