Anyone who has attempted to buy limited-edition sneakers in 2016 knows firsthand just how much of an uphill battle it is. As if the costly retail prices weren’t enough, the hunt for rare shoes often means you also have to compete with automated computer bots, greedy resellers and — according to many sneaker enthusiasts — shady retailers that unload their stock to friends, family and resellers through dubious methods.
This process that has earned the nickname “backdooring,” a term that comes from the act of unfairly selling product to customers who didn’t play by the rules. Time and time again, retailers are accused of these “backdoor” sales after disgruntled shoppers come up empty-handed following a sneaker release.
With this in mind, one midwest U.S. retailer decided to have a little fun with Saturday’s Adidas Yeezy Boost 750 “Light Brown” release. Columbus, Ohio’s Sole Classics made hopeful shoppers line up in an alleyway behind its store and literally sold the $350 Kanye West-designed sneakers through the store’s back door.
In the end, this “backdoor” release actually rewarded the store’s loyal customers, as only those who purchased a Sole Classics rewards card were invited to line up. It also generated a ton of buzz for the Ohio shop, as the video clip has been retweeted more than 100 times as of 11 a.m. ET today.