When Nike pushes out a new, limited-edition shoe going forward there will be a new way to RSVP for a pair.
In a move to get away from the trouble surrounding previous limited-edition releases, Nike has created a complex RSVP and purchase process using Twitter hashtags and handles specific to major cities across the country.
There’s little doubt that Nike is one of the most visible brands in sports merchandising, if not the world.
In recent years, as new Nike shoes have been released unruly crowds have been certain to follow, with riots breaking out at malls in different parts of the country on release dates. The most recent riot came when Nike released the Foamposite Galaxy back in February. Large crowds gathered just prior to the NBA All-Star Weekend for the highly-anticipated release of the shoe at Florida Mall in Orlando and in Washington D.C. as well.
Luckily, in both instances there were no arrests, but riot police were armed and ready for the worst.
To turn people away from the malls, Nike will send a tweet to their followers at a random time on the RSVP date which will include a product-specific hashtag. Those interested in purchasing the shoe must Direct Message their local store within 60 minutes of their receipt on the RSVP date to reserve a pair which can be retrieved on the launch date.
This is a brilliant diversionary tactic by Nike to better control the crowds which are bound to show up on a launch date no matter what. This way those who do show can be turned away if they have not already RSVP’d a pair, quickly paring down the size– and more importantly, the aggravated and urgent nature of the crowd.
Those who are prepared with their RSVP information can then purchase their shoe without the craziness which has surrounded previous limited-edition launches.
It’s a win-win for everyone involved– retail establishment and potential customer alike.
Kudos to Nike for being ahead of the curve and being proactive to ensure people have a better experience with their products down the road.
Say what you will about the Swoosh– it’s not all sunshine and daffodils– but they definitely got this one right.
More reports on Nike’s innovative shoe RSVP process on Twitter:
From the Nike website: http://bit.ly/IVPDrj
The Nike Twitter Release System is Totally Surreal: http://sbn.to/HUirAo