Raffles, regrams, reposts, tag 3-20 friends, email subscriptions, countdown links, random releases…
Retailers have tried many ways to come up with a fair system for purchasing the most coveted releases throughout the year. The reason? Bots. If you’re unfamiliar with what a bot is used for when purchasing sneakers, it’s a script that is used to automatically select product in your size and add it to your cart, which will allow you to checkout immediately. You’ll always never beat a bot, unless your auto-fill game is beyond legendary.
UK based retailer END. has developed a solution to combating bots, and although the results are yet to be seen, it looks to be a viable solution.
By launching a site solely dedicated to the release of coveted, limited releases, the idea is simple enough. Register for a shoe by entering in your END. Clothing username and password, selecting a shipping address, and choosing your size. When the countdown timer on the sneaker is done, emails will go out to everyone who registered. By clicking on the link in the email, you’ll then be placed in line to purchase that sneaker, in order of who clicked the link the earliest. If you are given a chance to buy the sneaker, you have 5 minutes to checkout, otherwise, it goes to the next person in line, and they have 5 minutes, and so on, until every pair is sold.
The system is simple enough, but the question here is will this effectively eliminate bots and if this method succeeds, will we see other retailers adopt the same method? The main difference here is END. created a separate site, all together, in order to handle the registration system. It’s certainly a great time for sneakers now, and with the dedication and commitment that retailers have shown to improve the fairness of the most limited release, innovative thinking like this will only help to ease our concerns of bot-dominated releases.
Check out END. Launches to register for some pretty major restocks of popular sneakers in celebration of END. Launches inaugural week!
Nike Air Jordan 1 x fragment design (Black/Sport Royal/White)
adidas Yeezy Boost 350 (Pirate Black)
adidas Yeezy Boost 350 (Moonrock)
Concepts x New Balance M997TNY ‘Luxury Goods’ (Orange)
Nike x fragment design Sock Dart (Black)
Nike x fragment design Sock Dart (Photo Blue/Summit White)
Nike x fragment design Sock Dart (Obsidian/Summit White)
END. x Reebok Ventilator ‘Husky’ (Snowy Grey/Baseball Grey)
END. x Onitsuka Tiger Colorado 85 ‘Bluebird’ (Mid Blue/Dark Blue)
Nike Air Max 1 Patch (Black)
Nike Air Max 1 V SP Patch (Steel Green)
Nike Air Max 1 SP Patch (Sand)
Y3 Qasa High (Black)
Nike Sock Dart Independence Day (Varsity Red)
Nike Sock Dart Independence Day (White)
Nike Sock Dart Independence Day (Sport Royal)
Nike Air Max 90 “Cork”
Nike Air Max 90 V SP Patch (White/Grey/Infrared)
Nike Air Max 1 V SP Patch (White/University Red)
Nike Air Max 95 V SP Patch (White/Neon Yellow/Black)
Proudly introducing END. Launches, a dedicated microsite and registration system for limited edition sneakers, aimed at levelling the playing field for genuine sneaker fans. The site will focus on key forthcoming sneaker launches, allowing customers to easily register and purchase limited edition sneakers online. Register now at https://launches.endclothing.com/#/