The Kicks You Wear, Vol. 183 — The fear of the brick is real
Another day, another retailer complaint.
What’s good, family. The Kicks You Wear is back in action! Thank you so much for joining me on this fantastic Monday morning.
Go get that pot of coffee brewing. I’ll be here when you get back. Let’s get your week off to a great start, shall we?
Y’all bout ready?
The dirty little secret
A world without bots sounds amazing to everyday consumers like me and you. But I’d bet if brands were honest, they’d tell you it’s a world that they fear.
What’s happening: We’ve actually got an example of this. The New York Times dropped a piece about the evolution of sneakers as an asset class. It explored the role bots play in that and, conversely, it also explored how bot protection strategies have quelled that. Or at least have tried to, anyway.
We’ve seen that in action quite a bit this year on drops. Brands like Social Status, A Ma Maniére, Bodega and others have used different methods like dummy sites and having users draw boxes around planes. That stuff helps manual users a ton.
That’s great for us. But for retailers, it’s a bit of a gamble. Think about it. They’re wiping away a guarantee that their product will sell out in an instant. It can backfire.
The Times outlined an example with the Bodega 990v3 earlier this summer. A Shopify error led to the shoes sitting on the site for 45 minutes, per the piece. Because of that, people called it a failed launch — what sneaker folks would call a brick.
Jay Gordon, the head of Bodega, was disappointed in that. He had this to say about the launch.
“If a shoe like this doesn’t sell out in less than 15 minutes, it’s considered a failure…It’s really disappointing because we did all this to give the ordinary customers a shot.”
Let’s be real. I think it’s sort of unfair to put that on the consumer. The payment error had much more to do with the time than any bot protection scheme.
His point, though, is valid. Had Bodega not launched with this bot protection then, almost certainly, this would’ve sold out faster. The shoes would’ve been more hyped. The reaction that followed would’ve been more brand positive. That sucks to say, but it’s true.
This is why that quote is so concerning to me. Because it shows us this is something retailers actually battle with. And it’s not just a Bodega issue — it’s a footwear industry issue.
In the world of sneakers, perception is reality. If your shoe sells out instantly within seconds or minutes, it’s hot. If it sits for too long? It’s a brick. There’s more context that matters here, but that’s just how things tend to go.
The other side: Let’s say Bodega — or whatever boutique — removed bot protection. They’re alienating the everyday consumer and that’s a dangerous game.
Remember, these brands do not pay you. Whether their product sells out isn’t your concern. The only thing you need to worry about is if you want it or not.
These brands know that. You don’t have to spend your money with them — you can take it elsewhere. And that’s where frustrating consumer experiences lead you.
The bottom line: This is a concern, but bot protection isn’t going anywhere because the everyday consumer is who truly moves the needle. These shops need you. And because they need you, they’d better do their best to take care of you.
Aimé Leon Dore killed its own hype and that’s awesome
Over the last year and change, New Balance’s 550 has been one of the most hyped sneakers out there. It was all thanks to the silhoutte’s Aimé Leon Dore treatment.
You typically couldn’t buy a pair of ALD 550’s on the secondary market for less than $300 if you missed them at retail.
Some pairs have ballooned all the way up to $600 at times, including the pairs we’re about to discuss.
What’s happening: Those days are done. ALD killed its own 550 hype.
Resale prices for some of the first generation of ALD 550’s plummeted after the brand restocked the grey, blue and green pairs a few weeks ago. The number went from above $500 to, now, hovering around $200.
Here’s a look via StockX on the Navy Blue pair.
The question is why? Once again, perception is everything in sneakers today and we can tangibly see it through aftermarket prices. If people think a shoe is hot, that price stays high. When they don’t, it dips. This is where talks about Brand X being dead come from.
Here’s the answer: The ALD 550 has already served its purpose.
This drop has been talked about endlessly by both NB enthusiasts and newcomers. This is a must-have silhouette.
ALD has also become a much bigger brand because of it, which can be both good and bad as my guy Clayton Chambers notes here.
All that was really left to do was make customers happy. That’s exactly what their restock did.
So, yes, they killed their own hype. But they probably satisfied a bunch of fans and picked up a bunch of new ones by doing so. And that’s a much better play for the long-term.
SPECIAL DELIVERY: The Top Ten is back with ESPN
Adidas’ Top Ten hasn’t gotten nearly enough love as it should’ve over the years — especially with vintage being en vogue right now.
It did on Special Delivery, though. We cracked open Adidas’ new Top Ten collab with ESPN and talked about a bit of shared history between the two sides. I also had a Stephen A. Smith rant in there. It was p good if I do say so myself.
Tap in, y’all! The retro vibes are abundant.
Never thought I’d see the day
Man. What in the New Balance 990 are these DIOR sneakers? This has had me straight up baffled for a few days now.
New Balance becoming hyped is one thing. That’s not that much of a stretch for me — after all, it’s been a staple in my community for decades now. But to see it get straight-up jacked? By a designer brand, no less? That’s pure comedy, bro.
If DIOR wanted to do a New Balance collab all they had to do was just say that.
What’s droppin, bruh?
Nike Dunk Low x NBA “Brooklyn Nets” — Tuesday, October 19
Damian Lillard x Reebok Shaqnosis — Tuesday, October 19
Nike Dunk Low “Halloween” — Thursday, October 21
Jeremy Scott x Adidas Forum Low “Money” — Thursday, October 21
Salehe Bembury x New Balance “Yurt” 574 — Friday, October 22
Thank y’all so much for rocking with your boy this morning. Appreciate the time you all give! You’re the absolute best.
Til next time, family. Peace. Love. Be easy. Be safe. Be kind. And we out.
-Sykes 💯
A 45 minute sell out being called a "failure" has my blood boiling on this cold monday morning
Love that ALD killed the hype! And WTF Dior...