Dior and Nike: how the “drop” technique works

Christian Dior and Nike are introducing the limited-edition Air Jordan 1 OG Dior sneakers, in pure “drop culture” style.
The product is unique, a Made in Italy, edge-painted by hand sneaker which comes in two versions, high-top and low-top, effectively paying tribute to Dior’s excellence and savoir-faire while drawing inspiration from the rich heritage of both brands.

Air Jordan 1 OG Dior will be available in a very limited number, 8,500 pairs, only at 26 selected Dior Men flagship stores in the world, so fans of both brands will have to try and be eligible to buy one and pick it up at one of the few locations.

While for sneakerheads, used to lining up for hours at stores or online to be the first buyers, this “drop” system is a staple, it is probably uncommon for Dior’s fans. How does it work?

Customers can select just one boutique and register only once for the desired style and size. They may choose to register for either the Air Jordan 1 High OG Dior sneakers or the Air Jordan 1 Low OG Dior sneakers, selecting size and preferred pick-up location.

The brand will let each selected customer know he have a guaranteed opportunity to buy one pair of the the item at the designated pick-up location. Selection is made on a first come, first served basis.

Recipients will be notified by email shortly after requests have been verified. If selected, each customer will receive a QR code linked to his name, which must match his official ID. There is no obligation to make a purchase if selected.

Those who will not make it, will at least have a second choice: the collaboration includes a collection of ready-to-wear and accessories signed Air Dior. A total look range with a jacket, a bomber jacket, shorts, t-shirts, sweatshirts and hats, brings together Dior tailoring expertise with a 1980s American sportswear feel.

Oh, the price of the sneaker is around 2,000€, but you can bet to find it soon ten times that price at the online resellers for collectors.

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About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.