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The sneaker business

2020-07-07T00:08:59.482Z

The current crisis has not weakened the phenomenon of limited edition sneaker lotteries. On the contrary. Adolescents and businessmen alike are fueling this mode of consumption in their own right.



"If I had been told one day that people would be drawn so that they could buy a pair of sneakers, I would not have believed it , we read in 2017 on the blog sneakers-news. Fr. Yet it did happen. No chance to get Off-White x Nike at the boutique price without participating in a raffle ("lottery", in English, Editor's note). "The principle of these new kind of raffles is simple: a few days before the launch of a sneaker model in great demand and in a limited edition, it is advisable to register on a list, provided with personal and sometimes bank information. Once the draw has been made, the lucky winners earn the right to be able to buy the pair of their dreams in the desired size, to collect it in a traditional store or a pop-up store, or to receive it by home carrier.

Read also: Sold out in a few hours, Lidl sneakers are already selling at high prices

This ingenious process was launched by Nike in Japan in the early 2010s to deal with the problems of insecurity and nuisance linked to

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Source: lefigaro

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