Almost every weekend, a number of people queue in front of some shoes stores, such as Footlocker, Sneakerboy, Hype in Sydney City, waiting for their number being picked up by salesmen. Some of those people are sneaker fans who are addicted to limited shoes and some of them are hired to line up.

On December 17th 2015, Yeezy boost 750 was released in Australia. More than thousand of people gathered at front of the door of Espionage Sydney, but only 20 pairs were available. To most people, such behavior and scenes are difficult to understand. This also attracts me to explore and present a creative marketing game behind it.


Yeezy is only one of many brands that could make numerous people be crazy. Air Jordan, Kobe shoes of Nike, Adidas NMD, all of these shoes may create a sales miracle. Among those queuing, some people just love those shoes and want to collect them while some others try to buy more pairs and raise the price to sell to others. The later were called “Shoes traffickers”.

Story Angle

In my feature story, I want to explore the reason why some people are passionate about buying limited shoes. This phenomenon may be caused by two main factors. One is the culture implication behind these shoes. For example, Air Jordon brand contains NBA culture and that may appeal many basketball funs. Another trigger is following fashion trend. For instant, Adidas Yeezy shoes was designed by Kanye West who is a rap singer in America and this shoes wore by many celebrities who are famous in fashion circle. From a business perspective, these two reasons may be regarded as a strategy of marketing and I want to reveal this clever marketing model.



There are some people I will interview. First, I am going to take some pictures about people waiting for buying limited shoes. I will interview some buyers during the process. Do they often come here? How much they spend on sneakers a year? Why they like those limited shoes?

In addition, I will also visit some staff members who work at such shoes store, like Footlocker. I want to acquire more information about Nike and Adidas limited shoes, for example, the sale data of Air Jordan last year or the number of people coming to receive the registration number of shoes.

Finally, I will interview some professors of marketing and listen to their opinions on this model of shoes marketing. What do they think? What are the drawbacks of this marketing model?

Target publications

  • Instyle: Australian fashion magazine focuses on celebrity style, fashion and beauty.
  • Inside sport magazine
  • The business section of Sydney morning herald website.

Name: Huijun Chen

Student number:440524348