Next, the message is amplified across social media, especially Instagram, where celebrities, fashion-forward influencers, and collectors create an echo chamber of excitement. Welcome to the world of the “drop”, a sales tactic deployed by a number of streetwear brands to supercharge the traditional supply-and-demand model.Īn announcement on social media about the limited release of, say, a new sneaker is all it takes to cue the hype.
But less than a minute later, they had sold out: by some estimates, it had taken just 15 to 30 seconds for online buyers to clear the shelves. The hype reached a crescendo at 10am, when these sneakers became available for sale. For days before the sneaker was available for sale, forums and Instagram accounts buzzed with hype of the release. Sneakers or trainers in this particular colour were the most limited release to date, and would fetch big sums on the lucrative resale market. The difference was the colour: Semi Frozen Yellow, a muted fluorescent hue with grey and red highlights.įor those in the know, this was a huge deal. This sneaker – the Yeezy Boost 350 V2 – was not a new model, and cost $220, the same as other sneakers in the range. On November 18 last year, a major event in the sneaker community came to pass.Īdidas had just released the latest shoe in the Yeezy Boost collection, its famed footwear collaboration with Kanye West.
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