Nike Quashes Midnight Lineups With Innovative Twitter RSVP System

It might come as a surprise to learn (if you’re not among the sneaker-obsessed) that people actually line up – and even riot – to get at the latest pair of Nikes.

The world-renowned shoe maker is now taking steps to eliminate the frenzy surrounding each of its new footwear launches, by setting up a Twitter RSVP system. They’re hoping that this will get the sneakers into the hands of eager fans, without all that kicking and hair pulling that comes with frantic parents trying to get their kids the latest kicks.

Announced on the Nike website, the Twitter RSVP system will be set up at all Nike stores across the US.

When new shoes are launched, each Nike store will send out a tweet containing a product-specific hashtag related to those shoes, at a random point throughout the day.

This will open registration for a one-hour window. Anyone clamoring to get the sneakers must send a DM to their local Nike store’s Twitter account (a list of which can be found here). The DM must contain the following information:

  • The product-specific #tag tweeted by the store
  • The last 4 digits of your State/Passport/Military/School ID number
  • Your shoe size (limit one)

Confirmation from the store will be sent via DM to anyone RSVPing in the allotted time, and they will be required to go to the store on launch day, with their ID, to pick up their shoes. Any unclaimed shoes will be announced on Twitter and sold.

Nike notes that in order to send a DM to their stores, you must be following them on Twitter – but, unlike in normal situations, they don’t need to be following you back to DM you the confirmation, because they are all verified accounts.

Although it might seem like a lot of leg (or finger) work to stay glued to Twitter all day on launch day to see when your store begins the RSVP process, it’s really quite a brilliant solution to long lines.

Nike is able to eliminate potential riots (yes, they happen!) on launch day, and retain control of their product distribution. The fact that people must use a valid ID should prevent anyone ordering more than one shoe for themselves.

Of course, getting your new Air Jordans now means you’ve got to have a Twitter account to begin with, so not-so-tech-savvy sneaker lovers might be a bit miffed at this new system.

(Waiting in line image via Shutterstock)