How Preorders Could Change Sneaker Buying Forever — and Why They Might Not

The days of queuing up days in advance or starting off your morning by competing with automated bots for a chance to purchase in-demand sneakers could be finally coming to an end — or at least dramatically changing.  

Preorder sneaker releases have become a hot topic recently as Nike took full advantage of the energy surrounding the New York Knicks’ historic NBA championship win. First, to celebrate the team making the NBA Finals, came an adult-sized launch of Kith’s Knicks-colored Air Max 95 Big Bubble, a style which had previously only been made available in kid’s sizes. 

Then, as the celebration hit full-swing following the team’s title win, Nike tripled-down on its preorder strategy by offering a previously unseen Knicks-themed Air Force 1 ’01 and bringing back a blue-and-orange Air Jordan 3 Retro. With four- and six-month lead times before shipping, respectively, buyers would need to commit to the purchase, plunk down the cash and then patiently await delivery. 

It’s a system that defies the typical sneaker release experience, one which has advantages for both companies and customers. And the Beaverton, Ore.-based sportswear giant isn’t the only athletic footwear brand utilizing preorders to meet consumer demand. 

Take New Balance for example, whose 990v4 version of its perpetually popular JJJJound collaboration was offered for preorder in December 2025 with shipping expected to begin in fall 2026, nearly a full year after the fact. The Boston-based sportswear company has also employed a similar preorder method for its Aimé Leon Dore collaborations, which has included 860v2, 993 and 1300 models.

Why It Matters for Brands and Fans Alike

For brands, made-to-order releases present a number of advantages. They don’t run the risk of underselling and getting stuck with unsold units. They can accurately gauge demand in real time to produce just the right amount of pairs, capturing valuable consumer metrics in the process. And when orders are finally shipped to buyers and images are shared to Instagram, there’s an inevitable layer of FOMO that comes into play, where buyers might be more inclined to take advantage of the preorder process in the future.

For fans, the preorder method takes away many of the stresses that typically accompany chasing limited-edition sneaker releases. Preordering a sneaker in June to guarantee you’ll get a pair in October is arguably better than coughing up hundreds extra on the resale market months after the fact. Sure, you’ll have to pay up-front months in advance, but that’s arguably an easier pill to swallow than lining a reseller’s pockets by paying double — or triple — the original retail price. Pay for the shoes in the summer, put them out of mind for a few months and before you know it, the shoes will be sitting at your doorstep.

The official language on Nike’s website states that the brand “offers preorders on select shoes and gear to celebrate championship moments or the latest Nike innovations,” which has thus far been how the pre-purchase system is utilized. 

Other notable Nike releases offered for preorder include its 3D-printed Air Max 1000, Air Max 1000.2 and Air Max 95000 projects with Hamburg, Germany-based manufacturer Zellerfeld. One of the earliest examples of the Swoosh dipping into preorder territory, at least on a large scale, is its video game-themed Dot Swoosh launches, which began in 2024 and has offered sneakers like the “Low Poly” and “Big Head Mode” Air Max 1s.

In August 2025, Nike expanded the strategy with Snkrs Reserve. The first style offered under Snkrs Reserve was a Christmas-themed Nike Kobe 3 Protro.

“Snkrs Reserve is our preorder program that allows you to order sneakers before they’re made,” Nike said following the August launch. “This helps us make the best production decisions while providing you access to new, exclusive product. Reserve and pay for your sneakers in advance, and we’ll ship them to you once they’re ready.”

Japanese streetwear pioneer Bape also employed a preorder method for its sprawling World Cup collaboration with KidSuper. The 48-sneaker collection includes a style for every participating nation, with 10 pre-made colorways available and the remaining 38 accessible from the brands only through preorders.

Even labels without the hype of retro sneakers and coveted collaborations are getting in on the preorder action. Skechers will offer Knicks star OG Anunoby’s NYC Blue SKX Nexus PE for presale on Wednesday, allowing the brand, which launched its performance basketball division in October 2023, to now strategically dip its toes into the hype sneaker marketplace. 

The Potential Downsides

Despite a number of clear advantages on both the brand and consumer end, not every sneaker aficionado is convinced that preorders are the answer to the industry’s woes. 

There’s an argument to be made that exclusivity and sell-outs are precisely what makes sneakers coveted in the first place. If the pairs are suddenly available for everyone, it takes some of the allure and mystique away from limited-edition releases. For brands who’ve successfully built an aura of prestige off of hyped-up, in-demand items, opening the floodgates and making things more accessible could potentially affect the way they are perceived. 

And beyond consumers needing to exercise a considerable amount of patience, the timing aspect also means that some of the items may lose impact. By the time most fans receive their Nike Knicks sneakers, some of the excitement from the championship will have subsided. And when buyers finally get their KidSuper x Bape World Cup sneakers in hand, the tournament will have been over for months. 

With so much product releasing these days, many sneaker enthusiasts have adopted an “on to the next one” attitude when it comes to limited-edition drops. Miss out on a pair you had your eyes on? Something else will likely catch your eye in the coming weeks. Considering paying resale for that sold-out drop? Give it some time, you may come across another pair you like even more.

This means there’s also a certain level of commitment required from the buyer. Are you still going to want the shoe six months from now? And in the case of something like a 3D-printed, slip-on sneaker, is it even going to be feasible to wear in the weather once it arrives?

Sneaker preorders are still very much new ground for everyone involved, and it will take some time to see if it pays off. But with a half-dozen different examples in the last month alone, one thing is certain: readers can expect even more preorder opportunities to proliferate soon.