Social media hasn’t turned out to be the bastion of sales that brands and tech companies had hoped. But one brand that has made numerous digital moves recently is partnering with Facebook-owned photo sharing app Instagram to see if the platform can work as an official sales channel.

The precise details of the integration between Nike’s brand and Instagram’s interface aren’t available yet, according to a Bloomberg article. But the brand is promising a seamless shopping experience for some of its products through Instagram.

The Instagram deal is only one of the recent developments indicative of the brand’s interest in circumventing traditional shoe shopping channels. Just last month, Nike began a partnership with Amazon to sell directly on the e-tailer’s marketplace. And in 2016, Nike revamped its Nike+ app as a source of targeted shoe-related content which also offers a mobile store to allow customers to…