Milan-based concept store Antonioli, located in the Navigli district, has had to change its release tactic for the hotly anticipated Yeezy Boost 350 Moonrock.
The store decided to run a raffle for the coveted sneakers after fans started queuing outside the store on Tuesday and have been sleeping in their cars during the night to secure their spots in the line.
“We didn’t expect people to start queuing so early,” said Danny Stienen, one of the store’s buyers. “We already had the 950 a few weeks ago, but it was not that crazy, but now for the sneakers, we have phone calls all day long, e-mails, people coming in,” he noted before taking another call for the sneakers.
Like many retailers, Antonioli has gone with a raffle in an attempt to simplify the process.
Raffle tickets will be distributed on Saturday at 10:00 a.m. (GMT+1) outside the store, one ticket per person with mandatory ID. Winners will be drawn at 11:00 a.m. Fans who can’t be in Milan still have a chance to snatch a pair via Antonioli’s online store, also kicking off at 10:00 a.m.
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The previous Yeezy Boost 350 Black release sparked historic consumer demand. One retailer, YCMC, was unable to recover from multiple server crashes. As a result, it responded by not selling any of the sneakers on the release date and running a competition the following week. YCMC stated: “We experienced over 100 times our peak traffic loads, and as a result, our web servers were constantly overloaded. Even as we continually spun up more and more cloud-based servers, they could not keep up with the no-stop requests. This far exceeded our expectations, which we based on our last Yeezy launch. The result? No one could purchase the Yeezy Boost sneakers.”
The latest colorway, the Moonrock, will hit stores worldwide on Nov 14.