Billing it as the “world’s first social commerce experience in augmented reality,” Jordan recreated basketball great Michael Jordan’s 1988 iconic slam dunk with a Snapchat lens that also allowed users to prepurchase the soon-to-be released Air Jordan III Tinkers. This first-time purchase capability on Snapchat drew 5.8 million unique users and helped sell out the new line of footwear in just 23 minutes.