Launches Flashcards
What is a launch?
Nike is working with retailers (including Nike.com) to release that product on a specific date.
Sneaker culture was revolutionized by what historical event?
Michael Jordan wears black and red Air Jordans on the court though the shoes don’t meet the league’s color uniformity standard. He is fined $500 per appearance revolutionizing shoe marketing.
In what year, did the shoe incident with Michael Jordan occur?
1985
Who wrote “Confessions of a Sneaker Addict” in 1991? What seeds were planted?
DJ Bobbito Garcia
“Plants seeds for a whole new genre of media coverage dedicated entirely to sneakers.”
In 1994, Michael Jordan was again fined for wearing black and red Jordans. What was he fined?
$5K per game
1999 saw the creation of what?
Sneaker forums where sneaker heads got release dates, sneak peeds at samples, display of rarely seen vintage “heat” (coolness)
in 2002, what magazine is published?
Sneaker Freaker
What was the H-town sneaker summit?
In Houston, provided a place for sneaker enthusiasts to gather to celebrate sneaker culture.
What happened at the Nike SB Pigeon launch?
Sneakerheads line up for four days. The story is covered on the front page of NYC’s “most notable press.”
In 2009, _____.
Nike joins Twitter
What is RSVP?
Nike’s process to help manage product launches at Nike retail stores.
On launch date, a Nike store sends a tweet to signal that the RSVP process has started.
What is the SNKRS app that was released in 2016?
Consumer can explore, buy and share the best of Nike sneakers. They also have access to the latest launches and stories behind sneakers.
What is a digital drawing?
a chance to reserve new releases at Nike stores or on Nike.com for purchase on launch day.
Who is a sneakerhead?
(insert picture)
What are four aspects of creating hype?
Creating fewer products than demand so the value and perceived need increases.
RE-releasing OG (original) colorways. Fans recognize and appreciate the significance of OG colorways.
Strategically leaking photos builds hype. Sneakerheads then share the leaked photos.
Partnering with popular brands expands the base of interested Consumers and creates buzz.
