John Kim The Off-White Nike Dunk “Dear Summer” release of August 2021 broke ground not only for its unprecedented concept, but in its release method. For the highly anticipated collaborative release between the Off-White founder and the super-trendy model, fifty different iterations of Virgil Abloh’s Nike Dunk were created, with each slightly modified version possessing its own serial number designation. Nike handled the drop entirely through its SNKRS App, but rather than employing its Draw, which typically requires SNKRS members to enter a lottery, Nike choses to release the entire stock through Exclusive Access.
Nike SNKRS Exclusive Access grants Nike SNKRS members a direct channel to purchase highly coveted shoes. These opportunities typically occur prior to a wide release date at 12pm ET and without any notice. If chosen, users will find a message in their SNKRS inboxes with a direct channel to check out. There is no rhyme or reason behind Exclusive Access, although the selection process is likely generated based on an internal algorithm that rewards active users who participate in various SNKRS programming such as SNKRS Live or the various polls that go up during the week. Still, it is impossible to predict.
During an official presentation by Nike in which the brand detailed its present and future outlook on their digital/in-store retail marketplace, it was confirmed by brand representatives that 90% of Exclusive Access for the Off-White Nike Dunks were granted to SNKRS members that were not able to secure a past Off-White x Nike/Jordan sneaker release. If you, like many of us, took an L on a past SNKRS Draw for an Off-White release, you more than likely received Exclusive Access to purchase the shoes with absolutely no hassle whatsoever. The remaining 10% was likely distributed via their standard selection process.
When it comes to purchasing highly coveted footwear on the SNKRS App, the outcome is entirely reliant on chance – at least on the consumer end. Knowing that Nike’s internal algorithm is aiming to even the field a bit with Exclusive Access and the Draw itself is a boon, even to the most cynical and pessimistic of consumers. Still, activity on the SNKRS App is required as the internal data science team looks at every movement as a form of currency, and the higher the currency, the greater likelihood of a win.
