How Nike decides who secures sneakers during hyped releases

Nike has started using a new scoring system to determine who is successful at securing hyped sneakers and who isn’t during releases.

The new algorithm, which it has coined the “dedication score”, attempts to steer the most limited-edition trainers to its most engaged and loyal customers, according to Business Insider.

The scoring system gauges “product affinity”, according to Nike chief executive John Donahoe, with Nike trialling the new metric by inviting female consumers to purchase Jordan 11 Cool Grey trainers last month.

The moves comes as a possible solution to address the high levels of customer frustration surrounding how highly sought after trainers are released, which include dunks and retro Jordans, which go for large amounts of money on resale markets such as StockX.

READ MORE: Nike acquires virtual fashion brand RTFKT amid metaverse push

The sportswear giant’s Snkrs app is its main platform for releasing its hyped trainers, however it is criticised often by collectors as consumers rarely are successful when attempting to checkout with a pair.

Dedication score was announced on a call with analysts, according to Business Insider.

“For example, we recently opened a new space in our New York digital studio to produce the weekly Snkrs livestreams that are driving industry-leading engagement metrics,” Donahoe said.

“Weekly content includes launch previews in our Snkrs Live Heating Up show, and a new Jordan franchise presented through the lens of female Jordan fans, called J-Walking.”

It appears to be enabled by a number of data science acquisitions that Nike has made recently, with Nike securing a deal to purchase Datalogue in February last year.

Datalogue’s technology is helping Nike combine various streams of data into “actionable insights in real time,” Donahoe said on the purchase.

“We are fulfilling our vision, that through connected member experiences and inventory, powered by connected data and technology, we can provide consumers with greater access to the very best of Nike with more speed, convenience and connection to our brand and sport than ever before,” Donahoe added on the call.

Nike sold around half a million pairs of “The 50” Off-White dunk collection in August through Exclusive Access.

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