DRAMA ABOUT AJ1 RELEASE | The launch of the green-purple AJ1 sparked a heated debate over what happened.


The release of the Air Jordan 1 "Court Purple" and "Pine Green" colors on the SNKRS APP on September 22 was one of the most talked-about events in recent memory.


The SNKRS APP announced that the two Air Jordan 1 models would go on sale at 9 a.m., but it changed the release date to 10 a.m.

When the available button appeared an hour later, it showed the screen of sold out.
While some netizens were complaining or making fun of the experience, the SNKRS APP once again informed us that the Air Jordan 1 "Court Purple" and "Pine Green" were going on sale at 17:00 that night.



On the eve of the launch of the two Air Jordan 1 models, the "postponement storm" and the "suspected system crash" caused by too many people at the same time were suspected of hot competition. As a result, domestic shoe fans even wrote the topic "Nike I want to be ten o 'clock at ten o 'clock" to the top of the hot search list on weibo.

At the same time, quite a few Chinese netizens reported that the system failure occurred frequently during the panic buying, which triggered comments on social media and strong dissatisfaction from consumers who failed to purchase.


Interestingly, a week ago, Nike launched a surprise offline launch for SNEAKRS (SNKRS) users in the UK around the same two shoes.
AR Filter technology, which was used in the surprise release of the Air Jordan 3 "Tinker" during the all-star weekend, is used to inform users to open the phone camera through SNEAKRS APP to find the posters which were released in Soho, London and scan them. In this way, users will have the opportunity to buy these two Air jordans in advance.

Lancey Foux himself directs fans through his social media account, and the poster for Brewer Street shows a special code for the shoes.

This Campaign is more cooperative

Lancey Foux

Whether it was the SNKRS APP failure in China due to system maintenance issues, or the sudden launch of the online to offline sales of users in London, Nike once again became the center of discussion on social networks.


2005 年 Nike Dunk SB Low「Pigeon」

Causing confusion at the launch site

It has to be said that nowadays, with shopping online and social networks developed, people no longer rely on a single brick-and-mortar store to queue up for their favorite sneakers.
What used to be a social news story that attracted a lot of attention -- the sneaker sale -- is moving from offline to online.

There is no doubt that the Internet has become an important part of brand promotion and marketing, and the Air Jordan 1 "Court Purple" and "Pine Green" issue caused by hot search related topics in the broad area of fermentation, and Adidas Originals NMD starting two years ago caused by source doorway to hundreds of thousands of people line up around the topic of society, will once again the word "Sneaker" into the broader view of the masses.



Whether it is the domestic public through WeChat to answer questions into the lottery, or through a small program after registration to know how many people have participated in the rush, or around the sale of software all kinds of discussions.
What's to be expected is how brands will succeed in generating buzz online, attracting enough attention in the daily stream of new product launches.

September 27, 2018 — Kerrwin Yang



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