How GOAT built its own streetwear shopping metaverse for Black Friday



Black Friday isn’t just a sales event for GOAT, the popular streetwear and sneaker resale app, insists CEO Eddy Lu.

The unofficial American party, best known for its door-to-door offerings and the crowds that come with it, means something more to the chef and co-founder of GOAT. The market’s first Black Friday event, which took place in 2015, initially put the resale site on the map and was considered “a milestone” in GOAT history, Lu said. Grab in an interview. As the platform launches its sixth Black Friday event – welcoming more than 30 million members, 600,000 sellers and a selection of top-tier event hosts – Lu describes the experience as a celebration.

GOAT, which Lu founded alongside Daishin Sugano, initially started out as a resale market, but Lu says there’s more to the platform than hot sneakers. “When you sell fashion, it brings emotion to people,” he explains. “GOAT doesn’t just promote products, it promotes community, culture and style. We love to showcase artists and designers of taste in our community.

This year, the platform invited taste makers like Emma Chamberlain and Nico Hiraga to host coveted giveaways, exclusive raffles and interactive quizzes where users can win over $ 1,000,000 in prizes. GOAT credits, designer bags and streetwear are all up for grabs alongside rare sneaker releases, including Dior’s Air Jordan 1, which is down to retail despite selling for over $ 6,000.

“Every year for Black Friday we try to make it bigger and better than the previous years,” Lu said. “It’s really a celebration of our community that says,“ Hey, thanks for being great members. .

To make room


In The spaces – a new immersive digital reality – users can create mood board-like worlds through three different sets of themes: Convenience Store, a familiar setting inspired by snack races; Outlandish Garden, a whimsical outdoor space; and the Gothic cathedral, a darker environment that contrasts with the others.

Lu describes each theme as “an altered reality” that encourages users to enter spaces they may not have had before. Filled with everything from accessories to housewares, the digital world can be used to create personalized moodboards through products suggested or chosen by users. Clean read Space – housed in his favorite theme, Outlandish Garden – features plenty of colorful clothing, he says, despite his typical rotation of black, white, and gray styles. “I really enjoyed playing with [Spaces] more than I thought. he says: “It definitely inspired me with looks I wouldn’t normally go for.”

The spaces can turn members into lifelong fashion enthusiasts, he adds, although the main focus of GOAT’s Black Friday event is simply to make users ‘enjoy the experience’. GOAT treats its relationship with its members as a long-term partnership, says Lu; The spaces exists to improve their experience and intrigue them over time – users aren’t supposed to buy what’s on their mood board, but rather revisit and update it. “You may not be able to afford the $ 2,000 pair of Off-White sneakers.” [on your moodboard]”says Lu,” but you can be inspired to save for them or buy a similar pair. “

Digital searches


As the fashion industry delves deeper into the metaverse – a digital companion to the physical world – Lu looks forward to new technologies and opportunities that will present themselves to GOAT and his community. Already, the platform is proud to pioneer the verified delivery model to authenticate sneakers, and its unique drop technology ensures humans participate in raffles, not bots. The spaces alludes to a larger, community-driven digital world – a world that may return “bigger and better” next year.

“Technology and innovation are at the center of everything we do,” says Lu. Focusing on connecting his community of retailers and fashion enthusiasts “seamlessly,” he notes, GOAT has built a long-standing and loyal relationship with its members, as well as partnerships with luxury brand partners including Alexander McQueen, Balenciaga, Versace and Gucci.

Like any other company, however, the platform “is not immune to bugs” and some users have experienced technical difficulties, complaining that they were unable to participate in raffles or raffles. “We’re doing our best to make our drops as fair as possible,” says Lu, but he points to the demand to crash the site: when more than 30 million members try to participate in a sneaker drop, “unfortunately everything the world is not going to win. “

Yet what brings people to GOAT isn’t necessarily the promise of new shoes – it’s the opportunity to connect with like-minded people. “We want to provide a space for people who live and breathe culture and style,” says Lu. “They make who we are.” Without them, GOAT Black Friday wouldn’t be the celebration it is.



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