Today, Nike became one of the first brands to participate in Twitter's new "collection" feature, which allows companies to promote and sell their items through an integrated product page.
Currently featured on the @nikelab, @nikebasketball, and @nikesoccer accounts, the new platform includes curated items like the LeBron 12 Elite Series and NikeLab F.C.R.B. apparel. This is far from a fix for sneaker bots, but it looks like it will be a great way for brands to engage with their audiences more directly.
E-commerce through social media is nothing new. In fact, Twitter's been in on the social shopping action since as early as 2013, but this could be the improvement it's needed to really take off.