Nike is changing the way consumers access its most hyped releases, announcing a new pre-order system dubbed SNKRS Reserve that aims to put an end to the hit-and-miss nature of modern “drop day” culture.
Already, brands like Aimé Leon Dore and New Balance use pre-order systems to ensure their loyal fans can access even the most hyped releases by securing their pair before production has even begun, and now Nike is following suit — kicking things off last week with the pre-order release of a special Kobe 3 Protro “Christmas” edition that will arrive on customers’ doorsteps later this year, seemingly coinciding with the holiday season.
SNKRS Reserve works on a first-come, first-served basis, where users can claim just one of the limited reservation tickets, typically accessed via app notifications or exclusive QR codes. If successful, users are charged immediately for their chosen pair, with Nike announcing that pre-ordered sneakers will ship no sooner than three months after the order was placed.
Although the pre-order system isn’t entirely replacing traditional SNKRS drops, it demonstrates a move from Nike towards better transparency with consumers, helping the brand to gauge demand and reduce leftover stock, while eliminating the leverage that unscrupulous resellers currently hold over the average sneaker enthusiast, in turn removing the toxicity surrounding the fast-paced landscape of hyped releases and exclusive collaborations.
After the success of the initial SNKRS Reserve drop last week, fans can expect to see more pre-order releases from Nike in the coming months.
