Nike has been teflon when it comes to bad publicity. No matter what people say or any negative news coverage they get, shoes keep flying off the racks and money keeps piling in. It seems, though, that things got crazy enough over the last few months for Nike to put an end to their midnight releases. Both the Concord and Galaxy releases led to enough violence, riot guards and negative press that may have caused Nike to totally revamp its release day policy. No Nike stores will have any midnight releases. Instead, they’ve initiated a Twitter RSVP process as stated below:
The Twitter RSVP Process:
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.
Confirmed recipients must pick up their product (in person w/ identification) from the store on the day of launch. Unclaimed product will be announced on Twitter and will be re-released at the store’s discretion.
A few points:
1. This only affects Nike retail stores. Foot Lockers, mom & pop shops and other retailers can still do midnight releases. However, it’s hard to imagine most won’t follow suit as the negative publicity would be off the charts.
2. This won’t kill hype. At all. People are still going to go crazy for new releases even though it won’t be visible by long lines.
3. It seems as though the Twitter RSVP policy leaves copping a pair up to chance. I don’t mind that as the common person can’t (see: has a real life) camp out for days or hit up midnight releases for shoes. This way, it’s up to a chance Twitter interaction. I just hope they find some way to randomize the RSVPs so the same people don’t end up with all the shoes.
4. You do understand that Nike has found a way to get people to essentially join a contest to pay them hundreds of dollars for shoes? It’s amazing that they have thousands of people begging to give them hundreds of dollars for their products. In case you couldn’t tell, Nike’s winning.