Agenda-setting intelligence, analysis and advice for the global fashion community.

Bots Aren’t to Blame for Everything

There’s a reason aside from technological competition that shoppers can’t always get the sneakers or other products they want during drops. Brands want it that way.

The low-top basketball shoe has a scaly upper in honor of Kobe's nickname, Black Mamba, and comes in a bright red colourway with neon green laces. — Nike's Kobe 6 Protro "Reverse," better known as the Reverse Grinch. (Nike)

Marc Bain

10 January 2024

BoF PROFESSIONAL

In the last weeks of 2023, when Nike released the long-awaited Kobe 6 Protro “Reverse” — better known as the “Reverse Grinch” — a familiar scene played out online. Some of those who missed out on the in-demand shoe took to social media to vent their frustration and blame bots for the loss.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

The New Way Brands Are Battling, and Sometimes Even Beating, Bots

Rather than limit who can put in orders for limited-edition sneakers, watches and collectibles, retailers are throwing open their drops — and then using data analytics to quietly kick bad actors to the back of the line.

What Happens After Sneaker Resale Prices Peak?

The value of hyped shoes on the aftermarket has fallen in recent months, raising questions about whether it’s a momentary stumble or a sign that the category is losing steam.

The Battle of the Sneaker Bots

An online economy of tips, proxy servers and automated applications has grown out of the hype-driven sneaker market, and the rise of the casual reseller is only making it harder to shop for the latest releases.

About the author

Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

In This Article

Topics