Three years after the first Adidas Yeezy was launched, many are still desperate to cop a pair, but more amazingly, people are willing to go to honestly ridiculous lengths imposed by retailers to secure the shoe
By Shu Xie
I have never queued for anything—not even food—except once at the A&E to see a doctor when my father was seriously ill. I don’t even queue for a movie ticket now that we can comfortably buy one online. Queueing, however, is what many people are willing to do even for non-essentials such as a pair of sneakers. Okay, I get it, that’s part of the appeal and, indeed, culture of streetwear. But have things reached such an absurd state that we need to queue for an opportunity to get in line?
At the launch of the Adidas Yeezy Boost 700—a shoe of indeterminate attractiveness—this weekend, those interested will need to queue for “a chance to purchase”, as stated by the apparent sole seller, Limited Edt (LE) Vault at 313@Orchard. This chance involves getting in line to place an e-ballot at an interactive screen set in the premise of the store during specified times. What happened to the Adidas Confirmed app?
Surprising to me, and frankly, restrictive, is that in order to even get in line, one has to appear—“MUST”, as spelled out by LE Vault, and, yes, in full caps—at the site in “Adidas (Originals or performance is fine) footwear ONLY” before one is allowed to participate in the ballot! If the church no longer dictates what the congregation wears to mass these days, why is a business owner setting a footwear dress code for shoppers at its store?
It is possible, of course, that LE Vault has a cozy relationship with Adidas and it wants only Adidas fans to cop the Yeezy. Or, it’s attempting to strengthen the marketing muscle of Adidas in order get into the shoe maker’s good books. Either way, such a restriction is shortsighted as it arbitrary omits non-Adidas wearers as potential customers.
As if insisting that yet-to-buy customers walking in wear a specified shoe brand isn’t enough, registrants for the e-ballot are required to “provide non hotmail (sic), outlook or live email address”! Okay, this is not quite comprehensible and too much to digest. I quickly walked away, my non-performance Adilette following sheepishly along.
Photos: Zhao Xiangji