Avatar personalization increasingly becomes the new form of expression, and a new opportunity for brands, and Snapchat, with its famous Bitmoji avatars, is keen on catching up to this change by bringing into its stores a new set of digital clothes options.

And that could just become the biggest step.

For the first time, Snap and adidas are releasing Bitmoji clothing, purchased through tokens earned in app.
Snapchat described :

"We are excited to collaborate with adidas on the world's first-ever Bitmoji Drop, where Tokens will be available for purchasing an exclusive 'Into The Metaverse' (ITM) track jacket," the company said. To collect an exclusive adidas ITM track jacket in the iconic color of the brand with yellow - featuring the adidas web3 logo and black stripes at the sleeves - Snapchatters can do so in this period up until this Friday, December 9th.

You see, the new virtual jacket might be a fabulous new item for your Bitmoji character, making it perhaps a highly sought-after digital collectible within the app.

But it's actually how you buy this product in this case that really makes it interesting.

According to Snap, the ITM track jacket will be sold to users within the app for 250 Snap Tokens. Tokens can be bought from the app and used as a currency for purchasing different goods offered within Snapchat's shops and offers.
As you can see in this image, Snap Tokens come in variable packages, and can be used in Snapchat's various shopping and access offers, which Snap's hoping to expand into a broader digital commerce eco-system within the app.

Bitmoji are a key tool for Snap on this front. More than 250 million people use the cartoonish doppelgangers each day, while more than a billion Bitmoji avatars have been created in total. That may turn out to be highly crucial as the metaverse push continues to take shape since users will increasingly be seeking the best avatar options representing them in these digital spaces, and with so many people already developing a connection with their Bitmoji, that could see broader adoption of these characters as representative tools.     Snapchat adds that it has already seen strong engagement with its exclusive Bitmoji fashion drops, claiming over 2 million Snapchatters its recent Air Jordan 2 x J Balvin sneakers.

Of course, this is only a small fraction of Snap's 363 million daily active users. But that's the point – Snap doesn't have to get all of its users to buy digital products for this to be a money-making endeavor, given the cost of production is, relatively speaking, extremely low, since there aren't any physical goods and therefore much less investment for those products.
Although Snap is also testing processes that may eventually allow users to transform their Bitmoji clothing purchases into real-life items, it provides more connectivity between your online persona and your actual self.

Put all the pieces together – tokens, exclusive products and real product conversion – and you can see how the structures of Snap's commerce systems are taking form as it looks at the next level of digital connection and where its platform fits within it.

How to Get Your Own adidas Bitmoji Jacket

Open your profile
Tap the Bitmoji button, then tap on the adidas Bitmoji Drop banner
Tap 'Claim and Wear' to buy your jacket using Tokens
The jacket will be automatically added to your avatar's outfit and saved to 'My Closet' in Bitmoji Fashion for you to access once the drop has ended.