In an attempt to address consumer gripes regarding the near-guarantee of striking out on a limited Nike SNKRS drop, the Swoosh and Virgil Abloh have shared release details ahead of the launch of the Off-White x Nike Dunk Low “Dear Summer” collection intended to reward the most engaged fans.
Touted as “the fairest possible access to [Nike SNKRS] Members,” this information has been the focus of conversations surrounding the app over the last month. Under the “Exclusive Access” program, well-engaged users of the SNKRS platform will receive the opportunity to purchase Abloh’s latest Nike Sportswear collection during a limited time on the release date. Eligibility “is determined by a combination of factors,” including having push notifications enabled and tuning in to content provided within the SNKRS app in the time leading up to a release. It’s important to note that receiving Exclusive Access does not guarantee general availability, desired shoe size or preferred colorway.
Some spectators have criticized this release method because it still allows some gaming of the system, but the move demonstrates NIKE, Inc.’s desire to rectify an issue that’s long-plagued its go-to destination for special and limited drops. Furthermore, it’s extremely likely more pairs will follow this procedure in the coming years.
Other details to note:
– Select members will receive Exclusive Access to the next Off-White launch starting on August 9th. Members will also be selected over the course of multiple days.
– Exclusive Access will be available via the SNKRS mobile app in Japan, China, Europe and the U.S. It will launch in South Korea via SNKRS web. Certain colorways will be country-exclusive.
– If given Exclusive Access and one successfully purchases a pair, the random lot number will remain a mystery until delivery.
Elsewhere under the NIKE, Inc. umbrella, the Air Jordan 11 “Cool Grey” is set to return on December 11th.