Nike is answering the cries of sneaker fans who have long struggled with limited-edition sneaker sell-outs and resale prices.
The Oregon-based company introduced Sunday a new preorder launch method dubbed Snkrs Reserve. The first style featured under the new platform was the Nike Kobe 3 Protro Christmas, a new colorway set to be released this holiday season.
“Snkrs Reserve is our pre-order program that allows you to order sneakers before they’re made. This helps us make the best production decisions while providing you access to new, exclusive product. Reserve and pay for your sneakers in advance, and we’ll ship them to you once they’re ready,” read a description on the brand’s Snkrs app.
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The benefit of a pre-order method like Snkrs Reserve is twofold: it offers consumers an opportunity to reserve product they may have otherwise been unable to purchase and on the brand side, it provides Nike with a real-time window of data showing demand for specific styles.
Fans have long clamored for a similar preorder offering. Nike has previously experimented with the concept with some of its video game-themed Dot Swoosh launches and its 3D-printed Air Max 1000, although those releases were not branded as Snkrs Reserve. Other brands including Aimé Leon Dore have used preorders for its New Balance sneaker collaborations.
Along with the introduction of Snkrs Reserve, Nike on Sunday restocked a number of sold-out Kobe sneakers in celebration of Kobe Day. Notable styles included the Nike Kobe 4 Protro Gold Medal, Nike Kobe 6 Protro Dodgers and Nike Kobe 9 Protro Halo.
While the products featured in Snkrs Reserve are offered on a made-to-order basis, there are still a limited number of reservations available, so customers won’t want to delay reserving styles they’re interested in. Orders will only be charged if reservations are confirmed and only one reservation per account is allowed.