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  • How can die-hard fans get their hands on sneakers before they sell out?
  • How can die-hard fans get their hands on sneakers before they sell out?
    Mista.Boos, Creative Commons (2010) ©
CASE STUDY

Nike Access Codes: sneakers for the chosen few

Combating the touts that buy up special edition sneakers to resell at inflated prices, Nike is releasing its Access Codes scheme. But is this new sales approach more than a pathway to a better shopping experience? Is it feeding our need to be part of the insider crowd?