How Nike decides who secures sneakers during hyped releases

Nike SNKRS app on phone screen
How Nike decides who secures sneakers during hyped releases
// Nike has started using a new scoring system to determine who is successful at securing hyped sneakers and who isn’t during releases.
// The new algorithm, which it has coined the “dedication score”, attempts to steer the most limited-edition trainers to its most engaged and loyal customers, according to Business Insider.

The scoring system gauges “product affinity”, according to Nike chief executive John Donahoe, with Nike trialling the new metric by inviting female consumers to purchase Jordan 11 Cool Grey trainers last month.

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