Nike wants to make getting exclusive sneakers fairer and launches SNKRS Reserve, a new pre-order system. The program was announced last week and will roll out in the near future. It’s not the first time Nike has focused on improving its sneaker releases.
Nike SNKRS Reserve
The first release of SNKRS Reserve was recently launched. Members of the SNKRS app got the chance to reserve the unreleased Kobe 3 Protro ‘Christmas’, a highly sought-after release that will officially drop worldwide later this year. Thanks to the new feature, fans were able to secure the pair early.
A feature that’s meant to make getting sneakers fairer. According to Nike, SNKRS Reserve isn’t just about convenience for the consumer, but also about better production decisions. Because fans can reserve their pairs in advance, the brand gets a clearer picture of actual demand. That means fewer L’s in the SNKRS app and production that better matches the market.
The system works on a first-come, first-served basis and allows only one reservation per account. This way, Nike keeps it fair and gives more people a real chance to score their favorite pair. With this feature, Nike seems to be addressing one of the biggest frustrations in the community—missing out on their favorite release.
Less exclusivity
When the new program will roll out exactly is still unknown. However, it seems likely that in the near future, we’ll see many more happy sneaker lovers. Still, I wonder what this will do to the hype around popular sneakers.
Weren’t those L’s secretly also a sign that you had a real steal in your hands (or in this case, missed out on one)? In recent months, or rather, years, releases in the SNKRS app have become increasingly available for longer periods and often end up on sale.
Of course, the exclusivity of certain sneakers often caused frustration. But now that pairs are becoming easier to get, the enthusiasm seems to be fading, since they’re too easy to cop. Doesn’t everyone want a sneaker that nobody else has?
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