Sneakersnstuff, which has stores in Stockholm, London, Malmö and Paris as well as an e-commerce site, was one of many international retailers carrying the latest Yeezy release. But as usual, Adidas provides each store with a limited number of pairs, which means most retailers look to raffles or contests to make the release as fair as possible.
The adidas Yeezy Boost 350 V2 will be launched online 1 PM (CEST) on September 24th. We will also have in store raffles that will be held at our stores located in Stockholm, London, Paris and Malmö on Thursday, September 22nd. Visit the link in our bio to read instructions on how you can participate in the raffle. #sneakersnstuff #adidasoriginals #yeezyboost350v2 #beluga
After this release, it seems that Fagerlind has had enough.
“I think we had more simultaneous visitors than Adidas Originals’ global production of the Yeezy 350,” Fagerlind wrote on his Instagram account. “I see a lot of people angry, frustrated and sad. And I share their frustration. We do all that we can for a fair and smooth release, but since we get nowhere near the quantity to cover even one percent of the demand, people still mistrust us.”
Fagerlind pointed out that he believes there’s a lesson for Adidas to learn: If the brand “continues to undercut the market this hard, people will get tired of trying. You have to level the field here.”
He illustrated the problem with a photo of a chart on Instagram, showing that Sneakersnstuff received 5.5 million requests for Yeezys, with just 40,000 of those requests from bots that were blocked, clearly leaving most empty-handed.
It's yeezy season… I think we had more simultaneous visitors than @adidasoriginals global production of the Yeezy 350. I see a lot of people angry, frustrated and sad. And I share their frustration. We do all that we can for a fair and smooth release – but since we get nowhere near the qty to cover even 1% of the demand, people still misstrust us. I think there is a lesson to be learned here @adidasoriginals. If you continue to undercut the market this hard, people will get tired of trying. I know it is not likely that you will sell us 50000 pairs (I'm game if you are…). But you have to level the field here. Disrupting the marketplace with chaos on release day feels very 2015, and you are the "brand of the future". I am in Herzo monday – happy to share all info, insight, feedback with anybody who cares #yeezy