|Buying Yeezy Boost sneakers online is tough. It comes down to this: Supply
cannot meet demand. The shortage is so acute that if you don't buy them at
launch for retail price -- between $200 and $350, depending on the model --
you'll have to pay upwards of $2,000 on eBay or another site to get your hands
on a pair. Reselling Yeezys has become a business, and both Adidas and Nike
(with its retro Jordans) are turning to tech to make the shopping experience
fair and safe for everyone.buy Yeezy 700 Static
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Unfortunately, leveling the playing field
for customers is easier said than done. Right now, Adidas releases the highly
coveted Kanye West-designed shoes on its website and through its Confirmed app,
which lets iOS and Android users in Los Angeles, Chicago and New York City
reserve a pair for pickup at a nearby retail store. The problem with these
methods is that once Adidas takes to Twitter to announce the sneakers are up for
grabs, the company struggles to keep up with the heavy online traffic that
follows. Seriously, you probably have a better chance of winning the lottery
than getting to the purchase or reservation page.
To keep it fair and, most
importantly, stop resellers from hoarding all the stock, Adidas limits Yeezy
Boost purchases to one per customer. At least that's what the company's website
claims. But as Adidas searches for the right formula to contain people looking
to make a profit, the sportswear juggernaut appears to be hurting honest buyers.
Judging from personal experience, Adidas is going beyond the one-per-customer
restriction on the site. Its checkout system blocks the use of duplicate credit
cards as well as email, billing, shipping and, interestingly enough, IP
addresses on any Yeezy order.
Sure, you can argue that's a reasonable way
to give everyone a fair chance to buy the shoes. However, that becomes a problem
if you have other people living under the same roof. For example, during the
latest Yeezy Boost 350 "Pirate Black" release, on Feb. 19th, I had been waiting
for almost two hours for Adidas to flip the switch on the launch. After it did,
it took another hour to pick my size, enter personal info and, last, check out.
(By the way, by no means was that a smooth experience, as the site kept
crashing, leading to what seemed like a never-ending loop of page refreshes.)
Until then, I had never been able to buy a pair of Yeezys from the Adidas site.