How To Release a Collab Sneaker Part 1: Brand Theater

This episode is about how to release a sneaker from a collaborator's point of view. I'll take a look at how they can create a release strategy that suits their needs. But first they need to know what are they trying to get out of a sneaker release and what are their core values. I also evaluate why sneaker releases are the way they are, taking a look at recent releases of Action Bronson, Nina Chanel Abney, and others. I'll answer why some choose raffle, or loyalty access or first-come first-served approach. Plus a lot more!

Links

New Socks Available Now! shop.sockjig.com

MLB Article I'm quoted in: Instant classic? New Balance unveils Ohtani 1, Shohei's first signature cleat

Sockilizer: The Raffle Simulator: https://www.sockjig.com/sockilizer/

Whatever Industries: https://whateverindustries.com/

Timestamps

0:00 Cold Open

00:12 Intro

01:25 Shohei Ohtani Article on MLB.com

04:42 How to Release a Collab Sneaker Series

07:07 On Feet 

07:45 Pickups

12:09 Skips / Recent Releases

20:34 Misses

21:55 Don't Stop Disbelieving About Tomorrow

24:19 Skepta's Getting Royalties

27:59 Nike Stepping in the Drake v. Kendrick Beef

29:03 Kanye x Nike Not Happening

31:14 Kool Kiy Gets a Slap on the Wrist

33:28 Intro: UP NYC Lightning 17 Drop

38:35 How to Release A Collab Sneaker: Start With Why

41:26 The Why

48:11 The How: Designing a Release Strategy

54:11 Evaluating EQL 

01:02:05 Rewarding Loyalty

01:04:35 The What: Did You Get it Right?

01:06:27 Post Mortem / Retrospective

01:09:50 JBalvin Release

01:10:29 Travis Scott Release

01:12:34 Action Bronson Release

01:14:30 Nina Chanel Jordan 3

01:17:29 HUF AM1

01:18:02 Outro