SNKRS Link: Nike's Latest Drop Strategy

If you're tired of taking Ls on drops, Nike’s latest launch strategy aims to deliver more ‘Got ‘Em’ screens and fewer ‘Your submission wasn’t selected’ messages. With more people into sneakers than ever before, the frustration of not landing a most-wanted pair is a widely shared and documented experience. In response, Nike has previously employed workarounds such as the Draw and Exclusive Access based on specific criteria. It's all designed to ensure that the people who want the shoes - can get the shoes. Just announced, SNKRS Link is the next evolution in Nike’s commitment to the consumer.

In introducing SNKRS Link, Nike say their goal is to ‘make sure the most coveted sneakers make it into the hands of true fans first.’ Products launched through the service will only be available via a unique link, which Nike’s partners will share through social media, QR codes, or other mediums. If you're a real fan of the artist or athlete involved in the colab, you'll already be tapped into their feeds, and be first to have access to the drops when they arrive.

Nike already rolled this blueprint out last week when they shock-dropped the If you participated, you'll know that skater dropped the exclusive link in his Instagram story. Initial reviews of the method were very positive, as many community members reported copping easy dubs. SNKRS Link is just the latest in Nike's mission to drop sneakers in more creative ways this year.

Reeling in every pair at retail is hardly a reasonable expectation – but that's the nature of this limited edition kicks game we love. Nike hopes SNKRS Link will bring us all closer to sneaker satisfaction, but do you think it can be successful longterm?