The hype machine behind Nike shoe releases is only rivalled by Apple product releases, which is usually a good thing! But, recently, riots on shoe release days have caused The Swoosh to re-think its launch strategy. So much so that Nike has killed off midnight releases at its stores and will be using Twitter to sell its shoes.
It's a crazy bold move that'll definitely change how popular, high-demand shoes are sold for Nike. For one, there won't be any week-long line-ups at Nike Stores. Also, Nike is putting the strain of its demand onto its Twitter accounts now and using these releases to make Nike Stores accounts must-follows (for shoeheads).
Here's how the new Twitter RSVP system works:
On the RSVP date, our store will send a tweet at a random time to begin our Twitter RSVP process, including a product specific hashtag (#tag).
Once registration is open, you must Direct Message ("DM") the store within 60 minutes. The DM must include:
• The product-specific #tag tweeted by the store • The last 4 digits of your State/Passport/Military/School ID number • Your shoe size (limit one).
Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a "first respond, first serve" basis.
Once confirmed (or more likely, if confirmed), you'll have to pick up the shoe from the Nike Store on launch day. If you don't, the unclaimed shoe will go back into the Twitter RSVP system. This policy only effects Nike Stores (Foot Locker, for example, can still do what it wants), but it's sort of amazing/bizarre to see a company try an unproven method of selling its product while losing the free publicity that line-ups provide.
Oh, and I guess the next time you see a Nike shoe trend on Twitter, you'll know why. [Nike]
Image: Daniel Reese