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Brief Published: 2 Jul 2018

Future of Sneaker Drops: Nike Digitises Queueing Ritual

Waiting in line for limited-edition sneakers is ingrained in sneakerhead culture. However, not every enthusiast is in the city of the drop, or has the time to physically queue. Nike Korea has tackled this challenge by transferring the ritual to the digital realm – making it a global happening.

In April 2018 over the duration of two weeks, sneaker aficionados waited online using avatars in the first ever hashtag queue on Instagram to buy Air Max trainers.

Nike Korea decided to make use of Instagram’s latest feature, which allows users to follow hashtags, by creating #AirMaxLine as a digital waiting area. Fans were invited to visit a website to create and personalise an avatar using hundreds of exclusive characters and items inspired by Korean street culture.

To join the digital queue for the chance to buy, people were asked to share a picture of their avatar on Instagram with the hashtag #AirMaxLine – each avatar doubled as a ticket for an online draw. All avatars were displayed in chronological order on the Instagram feed, as if waiting in line.

More than 80,000 posts were uploaded to Instagram, generating over 15 million impressions, and the sneakers sold out within minutes. See also Monetising Social Media ’18: Five Trends to Watch to find out how to drive purchase via Instagram.

The sneakerhead phenomenon is far from cooling down with sneaker sales constantly growing globally. To get a better grasp of what it is, where it’s coming from and what it will evolve into, check out our spotlight trend Sneakerheads Unboxed.