The drop marketingmodel first appeared in the 1980s, created by sneaker brands like Nike and Adidas to get sneaker-heads hyped about a release. The premise? On a certain day at a certain time, limited-edition merchandise was dropped (“released”) in a brick-and-motar store. Once it sold out, it was gone for good.
Drop culture grew around the thrill of the drop. The lines, the frantic shopping, the anticipation of future drops, the reselling of out-of-stock goods— these all make up the culture.
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