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Alternative Methods
While first come, first serve launches and raffle releases prove to be the two most common launch methods amongst stores, some shops have explored other methods. Most of these methods involve disregarding the original release date of the shoe and dropping the product by surprise on a later or unannounced date.
“This year we practiced what we call WISHSTRIKE where we release at random,” Jennifer Bruce of Wish ATL explains. “So we could drop a shoe anytime or day after the Nike release date and customers would find out when by following us on social media and being ready to run down to the store once we post that the product is available.”
A similar approach was used last year by KITH. Having worked with New Balance on the “Americana” collaboration, they had the creative control and freedom to put out the product on their own terms.
“For the Americana release, we placed the sneaker out on the shelf without any forewarning or any notification,” Lucas Monroe tells. “We put them out maybe halfway through the day, so that if you happened to be in the area, or just sliding through the shop at that opportune time, you had the chance to be part of something special. That’s part of the fun, both for us and the customer. We get to enjoy seeing people stumble across something crazy, and now that’s a story that customer has for the rest of their life. Switching it up is key, and something we’ll continue to pursue in the future.”
