The Air Max 95 was signed by Corteiz and Nike at the New York launch. (Manhattan, March 21, 2023) Instagram.com/clint419
The release of the Air Max 95, the result of a collaboration between the sportswear giant and the renowned streetwear label, turned into a runaway on April 12th in Paris.
The scene was chaotic. Scuffles, crowd movements and fire alarms disturbed the green Cours de Vincennes on Wednesday afternoon (April 12) in Paris. Those who played spoilsport. The Air Max 95 Nike X Corteiz sneaker and the thousands of fans and collectors who were hoping to get their hands on it. For its latest collaboration, giant Nike has indeed teamed up with the sharp British streetwear brand on these limited edition sneakers. The launch took place in the purest tradition of the label, with a treasure hunt announced yesterday on social media leading to an ephemeral outlet. On Instagram, the brand was first encountered at Place de la Republique. There, written on the side of the bus, the geolocation redirected the crowd to the 12th arrondissement. This is where the situation got out of control.
“Six injured, miner trampled, fight”.
In some pictures taken by local residents, we can see a crowd framing the bus on the road heading for an address in eastern Paris. On others, violent clashes between buyers over it. Others represent a human wave rushing to the point of sale while the Iron Curtain is still in full swing. In all, the event left “six injured, a miner trampled, fighting,” Paris deputy mayor David Belliard wrote on Twitter, before slamming Nike and “its ad agency” for their “irresponsibility.” The elected official assures that the municipality did not receive a permission request before the event. The protagonists of this practice “wild drop“, or surprise sale, is accepted as a fact.
In the video, the environmental impact of the textile industry in 8 key facts
Event sales
Less than a month later, on March 21, New York City police were forced to stop traffic as hundreds of people gathered at the corner of C Avenue and 4th Street. They were also trying to get their hands on the popular Air Max 95s with the Corteiz logo, which represents Alcatraz prison. Much loved, the brand launched in 2018 is known for its event sales that drive fans, collectors… and retailers crazy. By buying a pair for €190, they hope to resell them on the secondary market for two or even three times their price. A common practice in the streetwear world, but condemned by the creator of Corteiz, a British-Nigerian entrepreneur who echoes the name Clint. In vain.
The art of war
That is, to create an emulation around his product, the head of Corteiz knows how to do it. In London in January 2022, for example, he offered his customers to exchange their designer jacket for his latest Bolo model in an operation called Bolo Exchange. Hundreds responded by parting with their jackets for the new Corteiz. Clint is actually part of a business strategy called “guerrilla marketing,” which consists of surprising consumers with a surprise launch. Especially with these unique sales, the desire increases with each new launch. However, slippage is never far away. And as on April 12 in Paris, the “guerrilla” can quickly gain priority.
Source: Le Figaro
