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This makes sense. They exploit these two bit resellers to generate street hype, which inevitably goes viral and hits twitter ,instagram, etc. It results in blogs, message boards like NT to discuss "new" releases, and even infiltrates the media airwaves. For example, Hot 97 was covering the Black/Red 1 release, had their "Street Team" live and on the scene of a retailer covering the "drop".
Trust me, Nike loves resellers. They know that in order to avoid resell prices people will line up and create mass hysteria.
Amazing stuff.
JB is absolutely clever, as is evidenced by the way they promote their brand and garner free marketing. They are also very psychological, and know how to get nostalgic. How many times have you read or encountered someone that said, "I always wanted those?" Or, "I had a pair of those as a kid?" Exactly.
They are the Howard Stern of shoes. Whether you love 'em or hate 'em, you have an opinion.
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