Nike Announcement: Twitter RSVP Process

Posted: April 18, 2012 in Uncategorized

Nike has had its fair share of negative press. In the early 90’s the violence surrounding robberies and sometimes murders over the coveted Jordan sneakers, was reported on just about every major news network.

Unfortunately some of this has resurfaced.

  • In July of 2011 a young man in Maryland was fatally stabbed over a pair of Electric Blue Foamposites.
  • The December 2011 Christmas release, the Jordan XI Concords, sparked violence at various releases across the nation.
  • The February 2012 release of the NASA inspired Foamposite Galaxy, attracted crowds so large, that police in full riot gear, were needed to control the masses. There were so many problems on the east coast by morning, that releases on the west coast were canceled.
  • The <unannounced date> release of the Nike Air Yeezy caused the start of WWIII.

They say all press is good press, but Nike is taking a stand and saying enough is enough. To combat the violence at recent midnight releases, Nike announced today that they would no longer have midnight releases at any of their store locations.

Instead, they will be using the twitter based reservation system described below:

The Twitter RSVP Process:

  • On the RSVP date, our store will send a tweet at a random time to begin our Twitter RSVP process, including a product specific hashtag (#tag).
  • Once registration is open, you must Direct Message(“DM”) the store within 60 minutes. The DM must include:
    1. The product-specific #tag tweeted by the store
    2. The last 4 digits of your State/Passport/Military/School ID number
    3. Your shoe size (limit one).
  • Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a “first respond, first serve” basis.
  • Confirmed recipients must pick up their product (in person w/ identification) from the store on the day of launch. Unclaimed product will be announced on Twitter and will be re-released at the store’s discretion.

How do you properly RSVP through DM?

  • Step 1: Make sure you are following the stoe Twitter account in order to send a DM.
    Note: Nike does not need to follow you because its Twitter accounts are verified
  • Step 2: Watch for the store to send a RSVP tweet at a random time on the designated RSVP day.
    Example Tweet: Twitter #RSVP is now open for the Air Foamposite One.#Electrolime
  • Step 3: you respond with a DM to the Nike store Twitter account.
    Example DM: #Electrolime, 4253, 10.5
    [unique #tag], [last 4 digits of ID], [shoe size]
  • (For more information about sending a DM, see the Twitter Help Center.)

Twitter RSVP Terms and Conditions:

  • One item allowed per person, even if you receive two confirmations of successful registrations. Abuse of this rule may result in denial of purchase or entry to future launches.
  • Confirmed recipients must provide a valid ID that matches the last 4 digits used for RSVP.
  • Size cannot be changed once it has been confirmed to a person through Twitter RSVP.
  • Resell or trade of Twitter RSVP confirmation is prohibited.
  • Twitter RSVP confirmation is not transferable and not redeemable for cash or for credit towards any purchase.
  • Lines will not be allowed to form outside the store for this release.
  • Launch process is always subject to change at any time at the discretion of Nike, Inc.

A complete listing of all Nike locations can be found here.

If you’ve ever tried to score some popular kicks on release day on Nikes website, then you know what a mess this can be, so this is a smart move for Nike for two reasons. 1) It guarantees their popular releases will ALWAYS be a trending topic and 2) Now the traffic will be on twitters servers.

I’m very interested to see how this works out for the next major release. Thanks again to fellow sneakerhead BuckSwayze for hitting me up as soon as this news dropped.


  1. Riem says:

    Hopefully this will work because the sneaker game has become way too dangerous.

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