Nike is hoping to get ahead of leaks and rumors with its new SNKRS Verified program, via the SNKRS app platform.
It’s no great secret that in the world of sneakers, there are very few secrets. Nike has often found its products subject to leaks well before the intended release date.
According to SneakerFreaker.com there are currently more than 7 Jordan Retros leaked for release in 2027. In January of this year, the company was said to be a possible victim of hacking with WorldLeaks alleging to have stolen 1.4 TB of internal data, which could include designs and material specifications.
While it may sound harmless, leaks put products at risk of counterfeits – and much better ones at that – well before an item even hits the market.
Nike’s solution is to release news straight from its own designers. According to Nike, SNKRS Verified is, “an always-on editorial dedicated to the upcoming season’s most anticipated drops.”
In other words, any narratives surrounding releases will now come straight from Nike, including from its product designers.
But will this actually do the opposite of what Nike hopes? By removing rumors, Nike also removes the opportunity to generate buzz via endless speculation amongst sneakerheads. It is not yet clear how far in advance Nike will release information on the platform
Sneakers in the first edition of SNKRS Verified include the Nike Air Red October and a Rejuven8 Jelly Shoe, inspired by the Y2K and 00s nostalgia.
