Sneakers
From the ground up

It was a year in the making, but the OVO x Air Jordan 10 Retro, first previewed here, finally saw its release at the OVO pop-up store in Los Angeles. For sneakerheads, it was a long time coming, but without word of an official drop, the surprise announcement left many who had saved pent-up resources looking to acquire a pair in the dark, and undoubtedly, quite disappointed. Having already sold out of all pairs, this act of catching people off-guard may have been a premeditated response to the deed of “camping out,” and comes in light of other more calculated methods of dispatching sneakers.

adidas’s Confirmed app and the Nike SNKRS app keeps customers in the loop, provides them with release dates, and expedites the process, completely contradicting the unexpectedness of the OVO x Air Jordan 10 release, which relied on nothing more than word-of-mouth advertising and brand power.

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