This week’s hottest drop? Not a new Yeezy or a Nike Jordan, but a limited-edition Teva sandal.

To create the Hurricane XLT2, the brand partnered with trendy disruptor Outdoor Voices. The sandal echoes Outdoor Voices’ signature color blocking designs and coincides with OV’s launch of its swimwear line, H2OV. But the real story is how the brands used Instagram to promote the new shoe.

When Teva and Outdoor Voices announced the launch with dedicated Stories and posts, engagement shot up. Comparing these drop posts to the average brand posts in 2019, they saw 44% and 116% more engagement, respectively.

Outdoor Voices was particularly poised to take advantage of this Instagram launch. Thanks to its success with shopping integration on Instagram, the brand was one of 20 savvy accounts chosen to pilot the initial rollout of the platform’s checkout feature, alongside powerhouses Nike and adidas, which both scored the Genius title in Gartner L2’s Digital IQ Index: Activewear. Notably, Nike and adidas are both piloting the feature on their women’s-specific Instagram subhandles in addition to their main handles. 

The evolution of social commerce favors nimble brands that can demonstrate effective engagement with key demographics such as women. Adidas has already credited Instagram checkout for a 40% increase in e-commerce orders in 2019. Other brands should take note of leaders’ willingness to experiment and anticipate what it takes to be at the forefront of Instagram feature rollouts.

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