From Campouts to Photo Verification: How Nike Changed Sneaker Releases Forever

March 10th, 2014 by | 33 comments


nike sneaker purchasing process changes 07 From Campouts to Photo Verification: How Nike Changed Sneaker Releases Forever

With every passing year, the hoops that must be jumped through in order to obtain a pair of limited or highly-coveted sneakers are rearranged to reflect the still-growing community of sneakerheads worldwide. At the dawn of the era it was all about the campout; you’d set your chair, sleeping bag, or woodland-grade tent up and play the waiting game for hours, or days, at a time in order to grab that pair of Nike SB Dunks, Air Maxes, or what have you. It could only last for so long though, and as the 2000s progressed, lines continued to get longer and episodes of sneaker mayhem at major releases seemed less and less like isolated events. A change had to be made, and it was industry leader Nike that decided to put the much-needed change into place.

Thus began the ongoing saga of Twitter RSVPs, Twitter link only releases, and Nike’s on-going battle against the bots. There’s no doubt that the Swoosh has largely ushered out the era of the campout, but they have in turn ushered an entirely new era of sneaker purchasing that is not without it faults. Gathered here at Nike’s various efforts over the past couple of years to streamline this process and make the system as fair as possible. The game at this point is a cat and mouse one, and every innovation or change made on behalf of Nike is no doubt being followed up by RSVP and add-to-cart services doing their best to adapt. Are we better off in this new era of sneaker releases than we were before? Has Nike done enough to insure that that sneaker purchasing is as fair as it will ever be? Recap the various events that got us here below and then let us know your thoughts on those questions down in the comments.





31 comments
LMAO YOU MAD
LMAO YOU MAD

Haven't bought any new releases since 2012. The game is imploding on itself, and I've had it with this garbage. People have a higher chance of scoring 500 on Flappy Bird than getting a pair of some damn retros now. Sticking to Nikeid's and customs until the real sneaker community takes a stand

smokie973
smokie973

Everyone knows the raffle is a sham. I have friends who work across from footlocker champs Footaction at these malls and they say they see the same people win the raffles every time so they ar paying the employee or there friends

smokie973
smokie973

Future tomorrow I understand what your saying but they post pic of these shoes all over the net for months why not before release day we put shoes in cart then on release day we push checkout and then get our shoes.then there is no waste if there's a longer process time in getting the shoe lets say a week and a few days no problem. I have plenty more ways that's just one

smokie973
smokie973

Nike is not the only shoes out there , plenty of other heat out there but people sleep on them because there chasing nike, no way in hell would I jump through hoops to spend my money with any company

drewhefner79
drewhefner79

No, they have not made it fair.  I don't why they can't mass release sneakers anymore that's what got the game messed up.  Nike tries to control the supply/demand and it creates this panic when shoes are released.  It's so damn hard to get a pair of shoes now these days that you end up paying double or triple for sneakers and that's not fair to everybody out there...but Nike don't give a F@$k!! 

highlife301
highlife301

try this link to make some money it's quick and easy no tricks take a look it is seriously no spam! and I agree with the comment below reselling sucks too expensive http://payojob.com/?id=16308

KennethFox
KennethFox

i work for nike & another shoe store company & i cant even get my hands on new release jordan retros.ive been in the game for 20 years & have worked for finish line,nike,the athlete's foot,finish line,foot locker & foot action & ive never seen or thought the shoe game would be like this.it is a hobby of mine & i have collected since i was 13.i'm 32 now & i dont even try to get release date retros.its damn near impossible.ive been saying for years they should simply make more pairs of these shoes & not only would it be easier for ppl to buy them but it would also kill the reselling & ppl wouldnt be losing their lives over these shoes.dont get me wrong its not nike's fault ppl are being stupid & ignorant killing ppl for kicks but if they made more pairs,kids that have been saving up their allowance could get their shoes.i still think standing in line is the best & fairest way or even go back to just putting them in the stores & selling em like regular shoes.thats how it was when i was a kid.but there needs to be change cause it is flat out ridiculous anymore.but we all feed into the hype so as long as we keep doing that things will only get worse.but just remember at the end of the day no matter how much u love certain kicks,they are just another pair of shoes.you'll live without em & there's always something more important to spend your money on.

ElvinFernandez
ElvinFernandez

Nike wouldn't want to make a lot of pairs because they would lose their "it" factor. I'm all for having more pairs. But Nike's thinking is that if you have the pair that everyone has, they won't be cool. It's how they get you. Sneakers are like a drug. Nike has you think that this next great pair is one you need and when you bend over backwards to get them, they're promoting the next great shoe. Just how it works.

surlyCollector
surlyCollector

I actually emailed Nike suggesting a club membership that basically puts retros into your cart when released so sneaker heads like myself could buy the shoes without getting undercut by resellers.  Pay an annual fee of like 50 bucks and then pre-stock shoes into your cart.  Then pay on release day.  I'll bet you they make money hand over fist with this configuration.  Of course it makes the most sense just to stock enough like they did in the 90s but then resellers drop out of the market or buy enough inventory to start up these mark up internet stores.  



"C.E.O."
"C.E.O."

None of this would be happening if Nike/Jordan would simply increase the shoe supply like video games so people can buy what they like cuz I'm not gonna camp out, wait in line, pay resell prices, bots, codes, twitter, etc. to buy a f*****' pair of shoes! (not even movie tickets or video games sell out hahaha....) Don't forget sneaker websites HYPING up sneakers showing thousands of posts of the same f*****' shoe until release date! And managers and employees secretly hiding pairs for themselves to resell or for friends.... yeah, the HYPE is just goin' to get even worse than ever before SMFH. Reason I just design my own EXCLUSIVES hahaha.... 

ugatoddkinsey
ugatoddkinsey

If nike would just make more of the popular shoes then they wouldn't have to worry about bots because the people who use bots are all resellers plus resellers wouldn't buy because they couldn't make any money because there would be enough shoes to go around. Like back in the day when you could just go to the store and buy them.

sneakerhead79
sneakerhead79

Back when I first got into shoes in 1991 Nike mass produced Jordans. I remember the black and infrared VI being in stores for months after they released. From a business standpoint I don't why Nike doesn't make more of the popular releases. I'm sure a lot of people wouldn't buy the shoes if they weren't so limited because there are a lot of hypebeast. I love the shoes and have for a long time so I guess I will keep jumping through hoops for them. 

smokie973
smokie973

love the random restocking also

Fly_Guy_Seun
Fly_Guy_Seun

I personally have stopped buying new releases from the nike store since the twitter link and RSVP policy was implemented... There are still places that still do first come first serve, and that's where I choose to spend my money...

DRAMA_KAFF_80
DRAMA_KAFF_80

I think they should do more for sneaker heads sometimes we can't even get a hold of a pair we really want cause of the way that stores give tickets or raffle. We need a way that everybody is satisfied and that who ever wants a pair they should be able to have a pair.

djrealitynoquestion
djrealitynoquestion

bs either way.  they just don't want the sucky jordans and nikes sitting on shelves, so they limit most releases and rape the mom and pop stores.  make enough already, its a damn witchhunt every week.


FutureTomorrow_
FutureTomorrow_

@smokie973  My friend it's like this now with almost every brand that has hot shoes the equivalent of the same hot Nike shoes we're going after. Pick a brand, Asics, Saucony, New Balance, Reebok etc they're all becoming increasingly harder and harder to pickup and the companies are doing the same thing Nike is doing.


I spent an 1hr 15minutes, give or take on the UBIQ site on 03.08.14 and could not get the Dirty Martini's. When I called UBIQ and spoke to them directly I was told it was a US only release, contrary to what some others have said so unless their is a wider US release guess what? Isn't this the equivalent of a Nike release? Once in a blue moon you'll have a company rerelease a shoe and then what happens? They sit and and get discounted. I got some Garbstore X Reebok collabs I was looking for like this and their are still many sitting in the sale section of many sites. Is this what the companies, Nike etc is trying to avoid?

Da_Real_Big_Infinite
Da_Real_Big_Infinite

Its because these shops makin these shoes have more shoes to make then ever b4... U jus can't make more shoes when u have 100s of other shoes to make fa da month & yr

JabbariBrew
JabbariBrew

they do make more pairs they just don't release the full stock. if you pay attention Nike always restocking shoes 3 for months after release that means they don't put full stock out. it messed of but Nike know what they doing what's best for Nike and Jordan brand. which is bad for consumers who just want to collect

Brando23
Brando23

@surlyCollector  They would never do that though. It would give them a bad look charging people to be able to buy shoes. I understand and love the idea though

BThomas1
BThomas1

I actually really like that idea... its a good one... unless of course they want resellers to get the shoes behind the scenes

qtbigwatts
qtbigwatts

Folks not remembering the reason Jordans were mass produced..... It wasn't all these colorways so of course they made plenty to sell so they can turn a profit. Now they don't have to release as many because they have a bunch of colorways

FutureTomorrow_
FutureTomorrow_

@sneakerhead79 I remember these days and miss them sorely. I'm from a small island but still we got all the Jordan's the US did. J's would sit in stores for months back home as well. I've asked myself the same question you have and as someone that really likes to understand how businesses work it's intrigued me what they've done over the last 20+ yrs. Then it makes me wonder. You're saying they sat for months where you were. I can confirm they did in St. Maarten. 


What if this was happening worldwide and they were actually losing money mass producing them so then they decided to go the other way to build hype so no J would ever sit again? Love to hear your thoughts on that.

qtbigwatts
qtbigwatts

Yep, me too bruh! I don't have a twitter account and ain't never going to have one. The name twitter just sounds gay! That's not the reason I don't have one though, I just don't do the whole social media. If I don't talk to you in person or we don't call each other on the phone there's no point of us communicating! Twitter and facebook is drama with a bunch of folks with too much time on their hands worried about what the next muthaf#### is doing and folks trying to keep up with each other competing with who did what and posting what they do every two minutes with photos to see! Sad.....

Enrik
Enrik

@DRAMA_KAFF_80 Now that u mentioning the tickets/raffle bullshit that alot of stores have, i missed out on the Breds 1s because of a raffle that the store i buy sneakers at had. i wanted those 1s so bad, but not bad enough to pay a reseller $300-$400. Flight 23 here in NYC had a re-stock and it was with a raffle as well. So far this year i have 3 Js releases on mind, but if they're releasing with a ticket/raffle rule i think my chances will look slim.

JabbariBrew
JabbariBrew

yup your right Nike don't want none of their shoes going on sale so they produce enough for few people to buy. Even if they know not hot release they don't want take no losses I haven't seen pair jays go on sale since the DMP pack then I seen packs sake for 150 at some places. they smarten up and they putting hype around every release so they set at there set price era h jays had there own price at one time now 2 sell as much as 3s 8s kids going buy because they jays no wonder mike made 90 million

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