Today, Nike announced a new way to reserve and purchase exclusive shoes. My intuition believes that this system is intended to relieve the mayhem around big shoe releases.
All you have to do is wait for your local Nike Twitter account to “open” RSVP’s with a Tweet at a random time on the shoe’s launch date. You then send a DM with some information: the shoe’s hashtag, an ID number, and your shoe size. It’s that simple.
I expect Nike to soft-launch this system ASAP, and, hopefully, use it for a high-profile release (probably the Air Yeezy II’s) this Summer.
This is an innovative use of Twitter and a great example of using networks to solve real problems for new cultural groups. I’m excited.