Why Are Exclusive Sneaker Releases So Important?

Over the last few years, sneakers have become increasingly difficult to obtain. The hype surrounding some of the silhouettes that have been present for quite some time has now broken through the roof as they continue to emerge in colourways that reference unique stories. Not only that, but outside influences also contributing to the ever-growing demand, such as the resale market, celebrities, and social media apps, namely TikTok and Instagram.

Why are exclusive sneaker releases important? I have no doubts that you're looking for an answer to this title question. A response that will eliminate your frustration after taking an L on a "must-have" pair. You want to accept and understand the main reasoning behind these releases but don't know who is to blame. Is it the bots? Is it the resellers? Is it the brand for making it a limited release rather than a GR so everyone can be happy? In my opinion, pointing fingers is an utter waste of time. The sneaker market predicts to be at a larger scale of value in the coming years, and there's no stopping that.

So before I dive right into my main point, I'm sure some of our audience here at The Sole Supplier are newcomers to the scene, looking for a specific pair that they just missed and have possibly also stumbled upon this article. For that reason, I've summarised the main release methods you need to understand in order to increase your chances of getting a W. Otherwise, feel free to scroll past.

The SNKRS app is Nike's main platform for limited-edition releases. It allows users to enter a raffle draw, with either a 2-minute or 15-minute time frame on drop day. For general releases, you can download the standard Nike application.

The adidas Confirmed app is quite simple to use. The in-app raffle draw opens at 9am, and all you have to do is select your size, confirm your entry, sit back and wait for a W or L.

App raffles are just as easy as the two above, except a longer duration is available for entries, usually as long as a week. Make sure you have an account logged in with all your personal details already filled out, choose your size, confirm your entry, and wait for the result to be given via an app push notification or email on the date stated. Global retailers such as SNS and END Clothing use this release type. It is also worth mentioning that some retailers only run their raffles on their official website, such as Sevenstore and Footshop.

Instagram raffles can be a bit more challenging. They're used traditionally by local skate stores for super-limited Nike SB releases, such as the Ben & Jerry's x Nike SB Dunk Low "Chunky Dunky" or the Travis Scott x Nike SB Dunk Low. While it does simply require you to follow their account, comment your size and tag a friend, renowned UK footwear retailer Offspring has proven it to be quite difficult by keeping the post live for only a few minutes before it's archived.

As for in-store raffles, this works in tandem with app raffles. London-based sneaker boutique Footpatrol uses this method, giving people the chance to enter online and in-store raffles separately.

So what's with all this hassle? Why do exclusive sneakers play an important role in the footwear industry and why are they so hard to get? There are several bases we need to cover for this. The shoes you see on a sneakerhead's feet aren't always just for show—the backstory, the designer, the inspiration, and the colourway name are just a few of the dots that connect it all together. Let's take a closer look!

The history of sneakers is worth their weight in gold. Numerous footwear models from the world's leading sports brands have a lot to tell—the Air Jordan 1 is a prime example, Jordan 1s as most people would call it. Its story begins all the way back in 1985, with legendary basketball player Michael Jordan and the Chicago Bulls as the main characters.

The adidas Superstar also have a lot to say, From the court, to the music stage with Run-D.M.C, and all the way to the streets with Pharrell Williams, the 1969 hoops classic is still visible on the streets today.

"Credit where credit is due" as most would say. The backstory might be amazing, but the designer of the shoes is just as important. Can you even call yourself a "sneakerhead" if you don't know who invented your grails? Chitose Abe, adidas Superstar, Aleali May, Salehe Bembury, are some instantly recognisable names today for their coveted collaborations.

But why do they make their shoes so limited? If you think about it, sneakers are a piece of art to these designers, born from their creative minds. It's like going to an art gallery, everything is one of a kind, a true masterpiece.

Having said all that, Tinker Hatfield, Peter Moore, and Horst Dassler, are some honourable names you should also know. Not sure who they are? Google it. Without these people, the silhouettes used by your favourite collaborators today wouldn't exist in the first place.

The inspiration of the design is like fuel to the fire, except in a good way. While an all-black or all-white trainers keep things simple, others possess value that makes them a hotshot commodity. The now infamous Air Jordan 1 "Banned", today called "Bred", for example, takes its name from the time Michael Jordan 1 would get fined for wearing the black-and-red shoes as it did not comply with the league's uniform regulations.

Another notable pair is the "Silver Bullet" which first appeared in 1997 on the Japanese bullet train-inspired Air Max 97, designed by Christian Tresser. Whether it has something to do with the colourway or the construction itself, both are just as important as each other.

Other interesting pairs to know is the Air Max 95 which is inspired by human anatomy, the Air Max TN Plus influenced by beach life, the Air Jordan 14 from Ferrari and sports car, and many more!

From a business perspective, the marketing strategy of a release is a key to success. Brands use social media to build hype, test and see what their consumers want, and so on.

A perfect example is the Nike Dunk. A basketball silhouette that was in the archives for a significant amount of time, but climbed up the ladders in late 2019/early 2020 after dropping an array of OG colourways and a whole lot of collaborations with the likes of Travis Scott, Virgil Abloh, and many others. Now just almost two years after the resurgence of the silhouette, the silhouette has flooded the market with general release pairs. In short, it's not limited anymore. Some would even say that the Dunks are now dead.

In the fashion-forward world we live in, people gain some kind of "status" for having something extremely limited, leaving others empty handed. It's even cooler if you've got yourself a "plug". If you know, you know.

If limited-edition sneakers didn't exist, then our sneaker collections would look dead. The fun part of sneaker collecting nowadays is getting your hands not only on the high-heat pairs but also completing the full collection with normally includes regional-exclusives. I understand that might not be so clear, so let me explain that in another way.

For you to try the best bowl of ramen, there's only one place you would find that: Japan. The same applies to sneakers. Some will only be available in specific regions, some with commemorative designs, like the Slam Dunk x Air Jordan 6, Nike Air Max 1 "Chinatown New York", CLOT x Nike Air Force 1 "Rose Gold Silk", and far more.

As mentioned earlier, the sneaker market is booming right now, and it shows no sign of slowing down at all. Regional-exclusive trainers have the approval of many as it pushes people to turn to the secondary market like StockX and Facebook buy and sell groups.

Last but not the least, store editions. This generally includes collaborations with retailers, making it truly special for stores and their valued and loyal customers. Remarkable drops we've seen over the recent years are the Bodega x New Balance 990v3, Union LA x Air Jordan 4, Footpatrol x ASICS GEL-LYTE III, and Sneakersnstuff x adidas Consortium Ultraboost.

To conclude, the community culture we have today wouldn't be present if it weren't for exclusive sneakers. I may take a lot of Ls, but one thing I'm grateful for is that a lot of my closest friends today are people I originally met in fashion and footwear-focused groups such as TSS Rumours & News and The Basement. Even more, would I even be writing this article here at The Sole Supplier?

What about you? What drives you to get your hands on the weekly exclusive sneaker drops? Do you think the sneaker scene has changed for the better or worse? To stay in the know of all the latest sneaker releases, stay locked in right here at The Sole Supplier as me and my team will be the first to notify you!