Its a bold move that will definitely change how high-demand shoes. What am I talking about? Sports Apparel giant “Nike”, takes it’s “Midnight Release” off the market in a select number of location and goes to Twitter to force a queuing type system.
Why is it crazy? Well, for one, there won’t be any week-long line-ups at Nike shoes outlet store. Also, Nike is putting the strain of its demand onto its Twitter accounts now and using these releases to make Nike Stores accounts must-follows (for shoe-heads).
The hype machine behind the new Nike shoes releases is only arrived by Apple product releases, which is usually a good thing! But, recently, riots on shoe release days have caused The Swoosh to re-think its launch strategy. So much so that Nike has killed off midnight releases at its stores and will be using Twitter to sell its shoes.
More likely, if confirmed, you will have to pick up the cheap Nike Air Max 2011 from the Nike Store on launch day. If you don’t, the unclaimed shoe will go back into the Twitter RSVP system. This policy only effects Nike Stores, but it’s sort of amazing/bizarre to see a company try an unproven method of selling its product while losing the free publicity that line-ups provide.
Here’s how the Twitter RSVP system works :
On the RSVP date, our store will send a tweet at a random time to begin our Twitter RSVP process, including a product specific hash tag. Once registration is open, you must Direct Message the store within 60 minutes. Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a first respond, first serve basis.
I guess the next time you see a Nike shoe trend on Twitter, you’ll know why.