Monday was a rough day for most people who tried to purchase a pair of sneakers from Nike and Virgil Abloh's "The Ten" series, which dropped on the SNKRS app throughout the day. Each launch brought error messages and frustrating waiting times, and most weren't able to purchase due to the limited nature of the shoes.
In the wake of the release, which drew so many complaints on social media that it was a trending topic on Twitter for a portion of Monday, Nike says it will look to better its processes of releasing this kind of product online.
"We experienced an unprecedented level of demand during the launch of The Ten collection on the SNKRS app [on Monday] and the shoes sold out in minutes," a spokesperson told Sole Collector. "We always strive for the best consumer experience and we’ll continue to learn from issues that some consumers faced today to help us continuously improve."
While bots that cheat the release process are often a concern for online drops like this, Nike says they were not an issue this time. The brand says problems were caused instead by the "massive demand" around the collaborations.
The decision to sell Abloh's pairs on the SNKRS app appeared to be something of a last-minute one from Nike, which originally planned to release them via its Draw system before that went wrong last week.