Gamified Product Drops Are Trending

Streetwear and sneaker brands are taking product drops to the next level by gamifying the experience — making customers work a little harder (and have a lot more fun) to score the latest release.

Why It Hits: The classic product drop — showing up early to a store, waiting in line, paying, and leaving — is getting a little tired. So, brands are leaning into Gen Z and Gen Alpha’s love of gaming culture, puzzles, and experiences to make purchasing a limited release more memorable, while also helping build community around the customers who pass the gauntlet.

Behind the Drops: Everyone wants their version of finding Wonka’s “golden ticket.”

• Nike had customers complete word games to land a pair of Tomb Raider-inspired Air Max 1s in February, and it recently launched SNKRS Link to create online scavenger hunts to find new products.
• New Balance collabed with sneaker customizer Lorenz.OG on a scavenger hunt that sent customers to a secret location, where they received a chocolate bar containing a golden ticket with the release details.
• Puma hid 40 tokens throughout London that customers had to find and turn in to get products designed by UK rapper Skepta.
• Adidas and Kith partnered on a soccer-themed experience, where users had to score on a goalie to win a pair of sneakers.

Final Sale: These “side quests” to access a prized sneaker add another layer that’s been missing from product drops for a while — authentic exclusivity. Bots have inundated online drops, so having humans willing to go the extra mile (sometimes literally) to score a product shows a bit more loyalty to a brand than the average customer may have.

Also, the dopamine high of completing a challenge only begets more loyalty and ties them to others who’ve completed the same challenge, according to Alex Ropes, CEO of UK streetwear community The Basement. It’s a win-win for brands and fans.