⚡ The Sneaker Game

Research continues to show that while online shopping continues to grow across most demographics, the youngest customers, Gen Z’s remain very comfortable shopping in-store, particularly if it includes a high level of experience, both through tech and touch. Walker Sands research shows 59% of 18 to 25-year-olds prefer a “brand experience”, but it be... See more

As tech and culture further co-mingle, we should expect more startups to follow MSCHF’s lead, using drops to win attention. In the process, programmatic methods may rise to contrive scarcity reliably, at scale, online.

New brands need ways to bootstrap early demand and build loyalty without spending all of their money on Facebook and Google ads. A new DTC sneaker brand might bundle NFTs with online sneaker purchases that are more rare the earlier you are, or even show off your customer number. The Allbirds #1 NFT would be a weird, cool status signifier among cert... See more

The streetwear instinct for limited drops has its own roots in ‘90s culture — hip-hop, skateboarding, and their outsider status. The idea to do things limited, to intentionally craft a drop to make it special, if you know you know, echoes those ‘90s scenes.