Nike shoe releases are a huge hype. Its only rival is possibly only Apple products. Riots on shoe release days have caused Nike to rethink its launch strategy. So what did they come up with? Nike killed off midnight releases at its stores and will be using Twitter to sell its shoes.
Its a move that's pretty bold and will definitely change the way how Nike sells their highly popular shoes. There won't be any week long line ups at Nike Stores, and Nike is putting the strain of its demands onto its Twitter accounts now and using the releaess to make NIke Stores accounts a must follow for sneaker freakers.
Here's how the new 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 hashtag (#tag). Once registration is open, you must Direct Message ("DM") the store within 60 minutes. The DM must include:
• The product-specific #tag tweeted by the store • The last 4 digits of your State/Passport/Military/School ID number • Your shoe size (limit one).
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.
After its been confirmed, you will have to pick the shoe up from the Nike Store on launch day. If you don't, the unclaimed shoe will go back into the Twitter RSVP system. The system affects Nike Stores, other places that sell their shoes as well can do what they want still.
Check out the full details on how the Twitter RSVP system works at Nike. [Nike]