Andrea Felsted, Columnist

Instagram and Nike Reach for Fashion's Holy Grail

This tie-up could be a game changer.

July 3, 2017 at 6:00 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

1498832896_GettyImages-534093524 — Photographer: Akio Kon/Bloomberg

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The social shopping catwalk is littered with stumbles. Funnily enough, a company best known for its hard-working sneakers might just show the stiletto crowd how it's done.

Nike Inc. said Friday it is going to sell some of its products through Instagram, the Facebook-owned photo-sharing app. Details on how it will work are sketchy. The Beaverton, Oregon-based company said its customers would be able to shop "seamlessly" within the platform.