Streetwear and sneaker brands are taking product drops to the next level by gamifying the experience — making customers work a little harder (and have a lot more fun) to score the latest release.
Why It Hits: The classic product drop — showing up early to a store, waiting in line, paying, and leaving — is getting a little tired. So, brands are leaning into Gen Z and Gen Alpha’s love of gaming culture, puzzles, and experiences to make purchasing a limited release more memorable, while also helping build community around the customers who pass the gauntlet.
Behind the Drops: Everyone wants their version of finding Wonka’s “golden ticket.”
Nike had customers complete word games to land a pair of Tomb Raider-inspired Air Max 1s in February, and it recently launched SNKRS Link to create online scavenger hunts to find new products.
New Balance collabed with sneaker customizer Lorenz.OG on a scavenger hunt that sent customers to a secret location, where they received a chocolate bar containing a golden ticket with the release details.
Puma hid 40 tokens throughout London that customers had to find and turn in to get products designed by UK rapper Skepta.
Adidas and Kith partnered on a soccer-themed experience, where users had to score on a goalie to win a pair of sneakers.
Final Sale: These “side quests” to access a prized sneaker add another layer that’s been missing from product drops for a while — authentic exclusivity. Bots have inundated online drops, so having humans willing to go the extra mile (sometimes literally) to score a product shows a bit more loyalty to a brand than the average customer may have.
Also, the dopamine high of completing a challenge only begets more loyalty and ties them to others who’ve completed the same challenge, according to Alex Ropes, CEO of UK streetwear community The Basement. It’s a win-win for brands and fans.
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