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

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.

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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