New York City retailer REIGN has announced its new sneaker drop program, aptly dubbed REIGN Releases. REIGN Releases is an exclusive microsite, registration platform, and physical brick-and-mortar destination for limited release sneakers.

The platform is designed to give everyone the same chance to land given footwear drops, eliminating bots, and adhering to a first-come, first-served basis. There will be no online transactions and no private links.

Customers will instead register online for limited release products, as allocations will be selected in the order of registration. Once the product has been secured, the individual will be contacted to pick up and pay for their merchandise, in-store at REIGN on release day.

See below for a detailed breakdown of how REIGN Releases work:

1. Register for any release by entering your full name, email address, and shoe size. 2. The system will then automatically allocate product on a first come first serve registration basis. 3. All who have secured a pair will be notified via email. 4. If a user does not pick-up and complete payment on the designated release date and time, the product will automatically be re-allocated to the very next person in the queue.


REIGN 807 Washington St. New York, NY, 10014

In other sneaker news, Ibn Jasper is launching his own footwear brand.

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