The limited-edition Air Jordan VIII (UofO PE) designed by Tinker Hatfield Only 100 pairs available via DropX auction. 12/13 at 12pm ET.
Since StockX introduced their IPO concept for brands to release limited edition items, I’ve stated that it was an excellent business strategy that was a perfectly dangerous tactic which would expedite DTC for any brand willing to risk the outcome. I wrote several articles. The most important was in regard to adidas’ Campus 80s drop:
10 Reasons Why The ‘adidas Campus 80s StockX IPO’ Was the Most Important Drop of the Year
In the adidas post, I explained why the test run by adidas could deliver data on how to build a strategic relationship with the biggest digital e-commerce site in streetwear, sneakers and fashion. I followed up the adidas discussion with an analysis of the New Balance No Vacancy release on StockX. While I focused solely on sneaker IPOs on StockX, the digital channel didn’t stop with the IPO strategy. They introduced a new way to collaborate with brands, DropX. I wrote about DropX as a continued method of moving StockX into other categories. DropX has since rolled out an array of releases, toys, art, clothing, all mostly overlooked by sneakerheads. The University of Oregon DropX is creating a stir, but the Revlon DropX, didn’t ruffle any feathers at all.
DropX is StockX’s Evolution Beyond Sneakers | Revlon x Megan Thee Stallion DropX™ Exclusive
The problem is DropX has been a consistent direct-to-consumer strategy created to fill the space between much larger limited plays via IPO. The IPO is a more complex Dutch auction format that takes place over an extended period of time. DropX is basically a shock drop usually contained to a few hours. Here is a video on one of the only sneaker DropX releases:
Jordans cause problems, but they also generate a ridiculous amount of engagement. StockX realizes that there will be temporary, faux outrage over this drop, but here are a few details to consider:
- No where in the details on the tweet does it say this is Nike/Jordan Brand and StockX. This is not an IPO between the brand and the e-tail outlet.
- The pairs more than likely come from the program. Due to NIL athletes will no longer be reprimanded by the NCAA for profiting off of the opportunities created by their scholarship status. While these shoes are Jordan Brand shoes, this is a DropX with Oregon possibly. Remember when Oregon had to suspend hoopers and then they turned around and did an auction themselves? You can’t be upset that ballers are benefiting from their opportunities.
- As a person who is deep in the resale biz, the PE pairs used to go directly to people who functioned as brokers. Even if you had money, you honestly had no chance in hell of ever scooping a pair of PEs from the University of Oregon. At least with StockX there is a small chance, if your pockets are right, you can at least try.
- While we all know these joints are going to sell quickly, think of this DropX as an experiment for Division Street Inc. As Division Street builds out its business platform, they will be able to monitor this drop and then they can plan accordingly how to incorporate e-commerce into their platform where more Oregon product could be made available.
I get that seeing something exclusive release from a resale platform is frustrating, but what you are watching is opportunity for things to change and the possibility of being able to further reduce bots from snatching up inventory. As both brands and retailers learn from these digital drops, maybe just maybe releases regain some fairness, but let’s be real… when a shoe is hyped it will always demand a premium and in most instances it will be unattainable, imagine if after cool grey 11 weekend, people don’t really respond to the DropX. You might be able to cop at a decent price… maybe.
The limited-edition Air Jordan VIII (UofO PE) designed by Tinker Hatfield
Only 100 pairs available via DropX auction. 12/13 at 12pm ET. pic.twitter.com/SF8DrtrP76
— StockX (@stockx) December 12, 2021
