Nike rarely announces exactly when the sale ( release ) will start. After every piece of news or ‘leaked’ information, things go wild online. Sneakerheads indicate on various forums whether they want to buy the pair ( cop ) or ignore it ( drop ). Anyway, there’s a lot of discussion about it. Word of mouth marketing at its best. Just before the official release, photos surfaced of celebrities who already have the shoes in their hands.

As a sneaker enthusiast and

Whether this happens through the backdoor (retailers who sell under the counter) or whether it is part of the marketing strategy is not clear. Going by my gut feeling, I think it’s a combination. Image with ‘Got ’em’ on it. The coveted message after New Zealand Phone Number a successful draw. Source: Sneakerjagers.nl. The moment of truth After the hype-building process, it’s time for the actual release.

I immerse myself

Before corona, the exclusive sneakers were often sold in limited edition, at a select number of retailers. This regularly resulted in long lines that started 3 days before the release. Nowadays* you can only buy coveted performances online, often through a lottery system. You sign up for a so-called ‘raffle’ and if your name is pulled out of the hat, you can buy a pair.

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