Nike to Introduce SNKRS Reserve: How Pre-Orders Could Change the Game

Nike is experimenting with a move that could change how we land those limited edition W’s. The brand has launched SNKRS Reserve, a new feature that lets fans secure pairs before they’re even manufactured.

The first test came on Kobe Day (8/24), when the Nike Kobe 3 Protro “Christmas” shock-dropped through the system. Users scanned a QR code that led them to a dedicated SNKRS Reserve page, where Nike outlined the programme’s purpose: allowing orders to be placed upfront so production can match demand. Shoppers were charged immediately, with delivery promised before the official release date — in this case, before Christmas Eve.

Unlike raffles or surprise restocks, this setup removes the uncertainty that’s long defined the SNKRS experience. Buyers willing to wait for production and shipping can guarantee a pair without battling bots or facing resell markups. At the same time, Nike benefits by producing closer to demand, avoiding overstock or understock issues that have shaped the industry for years.

It’s not yet clear whether SNKRS Reserve will roll out globally or remain a limited trial, but the early signs point to a big shift. By cutting through the usual scramble for hyped releases, this model could alter how sneaker launches are experienced moving forward. Pre-orders on SNKRS? Is this a good idea or not?