During last weekend’s YEEZY BOOST 350 V2 release, Off The Hook teamed up with Frenzy to reimagine how we do sneaker drops and releases. The two came up with the “Dropzone” technology to geo-fence the launch. For people to purchase the shoes, they had to be located in a park in Downtown Montreal. If they weren’t, they wouldn’t be able to see the sale card and know when the shoes were available.
According to Tucker Schreiber, project manager for Frenzy, “For the consumer, Frenzy puts the hype of the best and most exciting product releases and experiences (think: Yeezy Boost sneakers or concert tickets) right in their pocket – no more fighting crowds, standing in line, refreshing web pages or losing out to resellers. For the retailer, Frenzy is designed to ensure that their biggest product drops are fast, fair and more exciting. A sales channel that doubles as a mobile app, it allows retailers and brands alike to create and execute a high volume sales event for their most loyal customers.”
Check out what the scene looked like in the video above, and click here to check out JJJJound’s upcoming Vans collaboration that will only be available in Montreal.