New York retailer Reign is introducing a new way for customers to cop limited sneaker releases. Dubbed the Releases program, the platform aims to give New York residents a more even playing field when trying to purchase hyped-up drops.

Customers will be able to register for each specific release online. Then, the winners will be chosen at random and prompted to pick up their pair on the official release date. To celebrate the new installation, Reign has also introduced what it's calling the Deadstock program.

Reign Deadstock Program Adidas Yeezy Boost 700 'Wave Runner'
Image via Reign

The Deadstock Program will provide weekly restocks of highly-coveted releases that have previously sold out. Product will be available at its original retail price and be exclusively available through Reign's Releases. The drop will take place each Sunday at 11 a.m. at Reign's brick-and-mortar location. 

Pairs included in the original lineup are the Adidas Yeezy Boost 700 "Wave Runner," Adidas Futurecraft 4D, and Pharrell x Adidas Hu NMD "Blank Canvas." All three pairs can be registered for here.

Reign Deadstock Program Adidas Futurecraft 4D
Image via Reign
Reign Deadstock Program Pharrell x Adidas NMD Hu 'Blank Canvas'
Image via Reign