SNKRS Link: Nike's Latest Strategy to Drop Shoes

If you are tired of taking Ls on drops, Nike’s latest launch strategy aims to deliver more ‘Got ‘Em’ screens and fewer ‘Your submission wasn’t selected’ messages. With more people into sneakers than ever before, the frustration of not landing coveted pairs is a widely shared experience and has been well documented. In response to this, Nike has employed workarounds such as the Draw and Exclusive Access based on specific criteria over the years. All of this is designed to ensure that the people who want the shoes can get the shoes. Just announced, the SNKRS Link is the next evolution in Nike’s commitment to the consumer.

With the SNKRS Link, Nike says its goal is to ‘make sure the most coveted sneakers make it into the hands of true fans first.’ The plan is that products launched through this procedure will only be available through a unique link. Nike’s partners will share the link through social media, QR codes, or other mediums. The idea is that if you are a true fan of the artist or athlete, you will be tapped into their feeds and be first to have access to the drops when they have them. Nike already rolled out this blueprint last week when they shock dropped the If you participated in this drop, you know that skater dropped the exclusive link in his Instagram story. Initial reviews following that drop were very positive. A lot of people throughout the community reported they copped easy dubs. Throughout 2025, we have seen Nike drop sneakers in more creative ways. The SNKRS Link is the latest addition.

Reeling in every pair at retail is hardly a reasonable expectation; that is simply the nature of this limited edition kicks game we all love. However, with the SNKRS Link, Nike hopes to take another step towards equity. Do you think this can be successful long-term?