How to Release a Collab Sneaker Part 2: A Case Study

Sockjig Sneaker Podcast

Premise

You own a fictional skateshop in San Francisco called Ice Age Skate and you're getting 10k pairs of a Dunk SB to release in-store and online.

Let's create a release strategy plan for a hype collab sneaker, and decide how we want to release in-store, to fnf/vip, and online. We'll also do some Backdoor Math and decide if that's an option we should explore. Finally we look at the logistics involved in warehousing and shipping 10k pairs.

If you like the episode, consider buying some Sockjig Socks: https://shop.sockjig.com/

Timestamps

0:00 - Cold Open: Pump Up The Volume

0:35 - Intro

02:14 - Premise: You’re Getting 10k Pairs of a Hype Dunk SB to Release

04:16 - Why a Nike SB Dunk for the Collab?

06:55 - Think of it Like You're Planning a Wedding

07:35 - Start With Why

08:56 - The Business of Collabs

13:54 - Release Strategy

14:40 - Marketing Plan

17:29 - A Sidebar on Location Clearance

21:03 - In-Store Raffle

25:19 - FNF / VIP

27:08 - Online Drop or Raffle

30:32 - To Backdoor, or Not To Backdoor

34:00 - Option 1: 100% Retail, No Backdooring

34:53 - Option 2: 80% Retail, 20% Backdoored at $200

36:39 - Option 3: 80% Retail, 20% Backdoored at $300

37:08 - Option 4: 50% Retail, 50% Backdoored at $350

38:13 - Option 5: Full Trophy Room Mode

38:45 - Recap

40:51 - Final Stock Allocation

42:46 - Logistics Plan

46:21 - Shipping 10k Sneakers

48:57 - 3PL - Third Party Logistics

53:25 - Did Any Pairs Fall Off the Truck?

54:05 - Backdooring Logistics

55:10 - Drop Time

56:30 - Customer Service

58:21 - What If the Online Drop Didn't Go Well?

01:01:22 - Post Release