While Kanye West spent the better part of 2013 lampooning Nike (and later signing with Adidas), his biggest music rival, Drake, quietly inked a deal with Air Jordan. However, until now, the self-proclaimed 6 God’s work with the Jumpman wasn’t available to the public. But yesterday, without warning, the OVO x Air Jordan X was released at the OVO pop-up store in Los Angeles. For those lucky enough to get wind of the release and get to the store on time, they’ve now got a sneaker that’s fetching thousands on eBay should they choose to cash out on their 225 dollar investment.
This drone strike release style is just the latest in Nike and Adidas’s efforts to limit the chaos that often ensues when hundreds of people all show up outside of a storefront to buy the same limited-edition sneaker. In 2014, Nike released the highly-anticipated Nike Air Yeezy 2 "Red October" on their online store sans notice, and in February of this year, Adidas launched their Confirmed app ahead of Kanye’s Yeezy Boost release (which allows customers to reserve sneakers ahead of time and pick them up at stores later).
Meanwhile, Nike’s been holding raffles on social media and in February introduced their own SNKRS app, which sends users notifications for upcoming releases and allows them to purchase directly through the software. But nothing to this point has been quite as nonchalant and unannounced as the OVO x Jordan release. It will be interesting to see if brands continue to use this release method moving forward.