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

What this episode covers

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

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