words // Zack Schlemmer

If you've looked at the official Nike Store launch calendar for information on the release of the highly anticipated 'Concord' Air Jordan 11 Retro Low this coming Saturday, you may have noticed something out of the ordinary: The shoe is scheduled to go live at 10 AM EDT, not the usual 8 AM time that's become standard for major releases over the past two years. The two other sneakers scheduled for Saturday, May 3rd, the Air Jordan 6-17-23 'Dark Concord' and Kobe 9 EM 'Black/Laser Crimson', also receive the same 10 AM launch. Also worth noting, the launch that Friday, May 2nd for the 'Laser Crimson' LeBron XI Low is set for an even later time at 12 PM EDT. Could Nike be in the midst of varying their standard 8 AM launch?

Ever since Nike banished the midnight drops for major sneaker releases across their own web store in favor of an 8 AM Eastern launch—as well as enforcing the policy for their other retailers like Foot Locker and Finish Line—the early morning drops have been somewhat controversial. Especially to those on the west coast that have to rise and shine at 5 AM in hopes of getting the most coveted releases, the early hours launches have been less than ideal for many sneakerheads.

It may be just a one-weekend deal, since all following releases after May 3rd listed on the Nike Store launch calendar are back at the usual 8 AM time. Perhaps this weekend is a fluke, or maybe Nike is experimenting with later releases and more will be on the way in the future. Would you be happy to see the launch time of releases change to a later hour from here on out? Or do you prefer the earlier time slot?