Nike Twitter

Nike Launches Twitter RSVP Policy For Product Launches

Published April 20, 2012

Nike has “introduced a system called Twitter RSVP to manage product launches and create a virtual customer line through the social media platform,” according to Allan Brettman of the Portland OREGONIAN. The policy would “appear to end the practice of standing in line for hours (or even days) for product introductions.” But the company, in “responding to questions about the new policy, did not address any that dealt with past incidents of customer camping or violence, such as the fights that broke out last December when a replica Jordan Brand basketball shoe was introduced.” Nike instead “portrayed the introduction only as a gesture to make it a more pleasant way to purchase Nike products.” Nike’s website said that “by following a particular Nike store's Twitter announcement, and following a series of steps, a consumer can reserve a pair of shoes.” Brettman notes the new process would “appear to allow the company to retain a key feature of some shoe releases: limited supply.” The new Twitter RSVP process “applies only to U.S.-based physical Nike stores" (Portland OREGONIAN, 4/20).