In Milan, concept store Antonioli buckled up with extra security today for the launch of the Adidas Yeezy Boost 350 Moonrock. Due to the high demand and fans queuing since Tuesday, the store informed fans via its Instagram account that the sneakers would only be available through a raffle.
The crowd in front of the store was clearly divided into die-hard fans and those seeking to resell the coveted sneakers online. “We arrived here at 8:30 a.m. and 20 people were already outside,” said one of the sales advisors. At 10:00 a.m. the line was about 100 meters long and fans could get a ticket for the raffle by showing their ID and being marked with their lucky number on the hand.
A rainy Milan and a sudden temperature drop from Friday didn’t stop the anxious fans.
“We are very excited and hope our numbers are pulled,” said Jiahao Shi, who was number 188 and queued for his girlfriend. The couple, originally from China, studies design at close by university Naba and was already fans of the first release. “We didn’t get the previous edition, so we really want to keep them,” he noted.
Not everyone in the line shared the same excitement. “Honestly I just want to sell them. Me, myself I’m not that interested in the sneakers,’ said Albert Halim, who carried number 55 and is in town for the textile machinery fair ITMA, that runs through Nov. 19. “People say I can get up to 700 pounds, if I sell them, so that’s why I’m here,” he added.
Apart from the excitement for the launch, many also had last night’s events in Paris on their mind, and the whole crowd stood in silence for one minute, just before the raffle started at 11:00 a.m.
The first ten numbers were called out and the crowd applauded the lucky fans, who were able to get their hands on the sneakers.