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Why Did So Many People Give Away the Yeezy 350 Boost?

adidas originals, adidas yeezy 350 boost, kanye west, Instagram users?with at least a passing interest in sneakers will have seen a lot?of the Yeezy 350 Boost in their feed recently. That’s not because so many people owned the sneaker already?– it didn’t?release until?Saturday – it’s because?seemingly every retailer under the sun was giving a pair away in an online competition of some sort.?“Re-post …

Instagram users?with at least a passing interest in sneakers will have seen a lot?of the Yeezy 350 Boost in their feed recently. That’s not because so many people owned the sneaker already?– it didn’t?release until?Saturday – it’s because?seemingly every retailer under the sun was giving a pair away in an online competition of some sort.?“Re-post this?photo and tag us to be in with a chance of winning!” Sound familiar?

Why were?stores?giving away one of the most hyped sneaker releases of the season – one that?they were?guaranteed?to sell?

Put simply, retailers used the hype surrounding the Yeezy release to their own ends. Firstly, the aforementioned Instagram competitions were?used to drive traffic to stores’ Instagram accounts. Mile-long campouts are a major headache for any retailer (just ask Supreme) – especially when the profit margins for hyped sneaker releases are so small (most accounts?only get?12 pairs of each release, if that). It seems many stores were?instead using the shoe to drive traffic to their social media channels instead; if you think of the huge demand for any sneaker with Kanye’s name on it, it’s a no brainer.

As well as Instagram competitions, many?retailers sold the 350 Boost via raffle – rather than the traditional first-come, first-served basis.?As well as avoiding camping headaches, raffles get a ton of people down to the store: turning release day into a major event for retailers. Las Vegas store Fruition LV took the raffling strategy to the next level: giving out tickets for every $30 spent in the store, with no upper limit for how many tickets you could?purchase. The more money you spent, the better chance you had?of ‘winning’ (you still need to pay, of course) the sneaker! Ingenious.

You have to wonder what adidas are thinking of all of this. Their biggest event of the year was?hi-jacked by retailers?for self-promotion, and one of their most hyped sneaker releases was given away left, right and center.

For more sneakerhead think pieces, check out The Ingenious Methods Nike Uses to Control the Sneaker Resell Market.