The Art of Hype: How Brands are Learning from Sneaker Culture

 Jordans. Yeezys. Air Force 1s. Panda Dunks. Sambas. Even if you’re not a fan, there’s no doubt you’ve heard about the rush to buy one of these limited edition sneaker drops. Drops are a sales tactic deployed by buzzy retail brands to supercharge the traditional supply-and-demand model, particularly in the world of sneaker culture. An announcement on social media, email newsletters, and blogs about the limited release of a new product seems to be all it takes to cue the hype. The message is then amplified across social channels, where celebrities, fashion-forward influencers, and genuine collectors create an echo chamber of excitement.  

As a popular, ongoing tactic within the sneaker industry, limited releases consist of releasing limited-edition products or small collections of sneakers that release once and never again. Well known brands like Nike, Jordan, Adidas, Puma, New Balance, Asics, and Reebok have perfected this art in building not just awareness for their products, but the hype that goes along with it. In an effort to meet the demands of an always-on shopper, small-batch launches and anticipated releases make products feel more special and desirable – a tactic that has proven successful for brands during the e-commerce boom, and an approach that the healthcare industry can learn from. Yes – there are lessons from retail drops that healthcare marketers can apply to their brands. This POV will review what you can do to harness the hype. 

The Origin of “Drops”  

Michael Jordan’s legacy goes beyond on-court accomplishments. MJ’s press conferences and commercials along with his legendary contracted deal with Nike, are the basis of what we know today as sneaker culture.  

The moment MJ released his signature line, the hype around athletic footwear began. Every. Single. Release. Before advanced technology came into play with online releases and random lottery raffles, drops were limited to in-person line ups, magazine catalog orders through a phone number (yes, you had to call a phone number), private forums, and the incredibly early days of eBay. The built-up hype over leather and rubber sold out, instantly. For the first time in brand to athlete to sneaker deal history, MJ redefined what it meant to have a personal signature-line with Nike. His first colorway with black and red was not recognized by NBA standards (because it did not have white in it). It was considered “banned” and if Michael wore them on the court, he would be fined $5,000 a game. Nike capitalized on that opportunity and paid all the fines for every game. That hype and excitement over a pair of black and red shoes sold over $70 million worth in the first 2 months of MJ’s career. 

Fast forward to the modern day sneaker drop – brands adapted to customer behaviors by providing more virtual experiences and access to limited products. Lining up for sneakers at your local retailer is a thing of the past. Mobile apps became the new norm. Engaging fan bases on social media and within product apps has become the main priority for brands communicating when releases would happen. Organic media outlets are also used to filter information, giving sneak peeks into products, and alerting when items would be available for purchase to create an overall smooth user experience. Brands have recognized that this consumer mindset and purchase behavior is not going away any time soon.  

Applying the “Drop” Strategy 

Brands around the world, even outside of the sneaker industry, are applying the drop strategy in different ways. If the story is right and resonates with the audience, people will buy into the hype. They embrace the feeling of obtaining a specific product, knowing how hard it may be to get, and recreating that feeling is addictive. Three key components to the “drop” strategy:  

• BUILDING EXCLUSIVITY: McDonald’s and Shake Shack both provide food experiences to their customers. They both also have dropped limited products from special menu items to limited edition apparel they knew loyal customer bases would seek out. Hype sells and it doesn’t matter what the product is. Exclusivity is attractive and if there’s an abundance of demand, it will sell.     
   
    
• PARTNERSHIPS: Collaborations with the right partner can create brand awareness and increase brand momentum and hype. Over the years, brands like Nike extended that feeling by bringing more awareness to their product lines across sport verticals, and other companies followed suit. Whether it was athlete endorsements or artist collaborations, brands knew the strategy of partnering with a familiar face coupled with limited quantities would not only drive attention, but it would drive the demand of their products. People want to want what others have, especially if you religiously follow someone. A great example is Taylor Swift, who’s fans have followed her to the unlikely destination of Kansas City Chiefs football games. If she were to partner up with just about any brand, her loyal fans would start purchasing products. In the same vein, collaborating with other brands that have strong followings to drive demand on new product launches can create a hype and allows for brand fans to feel like they can be a part of the special experience. 
   
   
• LOYALTY: Effective loyalty programs offer incentive and exclusivity for brand fans. Whether it’s the time spent engaging on social media or actually digesting CRM communications, brands now have the ability to reward their most loyal customer bases. Giving fans early chances to purchase products, before anyone else, provides a unique shopping experience that blends exclusivity and rewards loyal customers. Streetwear brands such as Kith and Aime Leon Dore do this extremely well by acknowleding their most loyal customers to purchase exclusive items before a public release. Or even exclusive just to them.  

Value for Healthcare Brands 

Okay … all of that sounds fantastic, super cool, and great for consumer brands, but how does that apply healthcare? Applying the drop strategy isn’t for everyone, but drawing parallels to the healthcare sector, it can be applied to certain medical innovations, breakthrough treatments, or new product launches. By no means is anyone suggesting to make medications seem scarce, hype them up to all audiences, or deliver a sense of “fomo”. Adopting a controlled release approach, brands can create a sense of anticipation and urgency. It can especially be impactful in scenarios where early adoption and awareness are crucial. Brands can generate buzz around new treatments for diseases with unmet needs or launch awareness campaigns that are out of the norm and may encourage proactive engagement across audiences. It’s a good reminder that they are people, just like the rest of us, waiting for the right treatment solutions and activations. This is an opportunity to make the space exciting and unique, especially in an industry where diseases and conditions can be daunting. Whether it’s unbranded or branded, there are ways of making this approach work: 

• UNDERSTANDING NEEDS AND MAKING IT AN EXPERIENCE: The traditional approach of providing products and services is shifting towards a more experiential model. Brands have the opportunity to build momentum by creating meaningful experiences. Similar to fashion brands, understanding the unique needs and challenges is crucial for crafting experiences that resonate with patients and healthcare professionals. By focusing on empathetic and personalized interactions, brands can enhance the overall care experience. Weaving in certain technologies plays a significant role to deliver personalized and interactive content. 
   

• IDENTIFYING THE RIGHT VOICES: What many sneaker/fashion brands do these days are connecting their customers with those of influential status. It’s the easiest way to gain attraction towards a specific product or campaign. By now, it’s assumed that most people within the healthcare industry know who to partner up with, whether it’s endemic or non-endemic. But influencers, both patient and key opinion leaders (KOLs), can serve a fulfilling purpose for brands or unbranded disease campaigns. The key to success is identifying influencers who align with the brand’s values, mission, and target demographic. By building those authentic partnerships, brands can start to establish trust with their audiences. This trust can be leveraged to spread accurate health information, promote preventive care, or de-stigmatize certain medical conditions. Influencers can play a crucial role in humanizing brands by creating a relatable and approachable image. 

• BUILDING ADVOCACY THROUGH COMMUNITY: The word “community” has been a buzzword over the last few years. Many companies are shifting their strategies to be more focused on building community. But what does that even look like? Within healthcare, it should be a top priority for brand imperatives. Community-building brings a sense of belonging and support among patients and healthcare professionals alike. Providing platforms for audiences to share their experiences through knowledge exchange and collaboration can contribute to a more informed ecosystem. Feeling less isolated is the number one commonality amongst people within any community, and brands have an opportunity to alleviate that through tactical outputs like online support groups or private communities through subscription-based models. There are communities solely dedicated to super fandoms of Nike and their products. The same can be done for a healthcare brand that meets the need and is executed thoughtfully.  

By carefully adapting this approach, brands can create excitement and drive early adoption. Striking the right balance between exclusivity and inclusivity is crucial to ensure that the drops strategy benefits both the brand and the broader community. We recommend brands listen to their customers’ needs and desires and identify topics that will create the most demand across audiences. Determine a strategy that will elevate not just product, but also showcase what the brand can offer to maintain relevance through creating experiences within the patient and physician journey.  

If one athlete’s influence could shape a culture and shift purchasing behaviors, imagine what else is possible for brands and the customer experience.