Yes. We’re trippin’. You down? If you’re reading this, you probably know who we are. You probably know why we do what we do. You might even know us personally. Thank you for being you. Before we launch our instant project, the Carver, on November 17th, we are letting folks preorder pairs unseen. Well, slightly unseen.
Source: Pixel Perfect Preorder
In a world of sneaker leaks for billion-dollar companies, along comes a pixelated picture presenting a pre-order of a sneaker certain to be unlike anything everyone else is wearing. As a long-time fan of Ninety-Nine Products it’s dope to see the expansion of skus. The Carver will arrive on November 17th.
The unorthodox method of arrival has me a bit hesitant to hit the order button, but I’m convincing myself they’ll be dope. Especially with a slight discount for trusting the process. I’m really intrigued by the product descriptions:
INTRODUCING THE CARVER IN COMPOSITE, AN EYE-CATCHER. THIS COLORWAY FEATURES VIBRANT LEATHER OVERLAYS ON A MESH FOUNDATION. BOLD SPLASHES OF RED, BLUE, GREEN, YELLOW, AND ORANGE CREATE A KALEIDOSCOPE OF STYLE AND ARE SURE TO BREAK NECKS. DESIGNED FOR THE DARING, THIS SHOE IS A FUSION OF CREATIVITY AND FASHION, MAKING EVERY STEP A COLORFUL EXPRESSION OF INDIVIDUALITY. THE ONE QUESTION YOU’LL GET: “WHERE’D YOU GET THOSE?”
INTRODUCING THE CARVER IN BABY BLUE, A SUBDUED YET STATEMENT-MAKING ADDITION TO YOUR COLLECTION. THE CARVER FEATURES A MUTED BLUE CANVAS UPPER AND OVERLAYS WITH A NATURE-INSPIRED EARTH GRAPHIC ON THE HEEL. THE TONGUE FEATURES A LEATHER PULL TAB WITH AN EMBOSSED NINETYNINE LOGO. A SUBTLE NOD TO AWARENESS AND TO OUR COLLECTIVE EXPERIENCES IN AN OTHERWISE NOISY WORLD OF FASHION.
The pixelated image isn’t the same strategy JEMS by PENSOLE utilized where the company shared the method of make via Instagram and YouTube in a serialized documentary. Even with the content strategy and a limited number of sneakers made, there aren’t any broken sizes of the JEMS on DSW’s site.
The Carver arrives at a lower price and with the pre-order discount, it makes it easier to pull the trigger, but I’m not bold in my color options with kicks and both of these seem like they would be a lot louder than my typical sneakers (I copped anyway, lol).
How open are you to ordering the Carver? Is this strategy of introduction via a pixelated image a smart play? Is the brand recognizing how difficult it is to capture the attention of sneaker culture and forgoing a documentary early image to drive engagement? I’ll do an unboxing and discussion on sneaker culture when the kicks land. I’ve been watching the JEMS rollout and I hope this one has a better response. Sneaker culture tends to be about a couple of brands. It’s not really about discovery anymore. Maybe this pixelated strategy will be just the right amount of intrigue.
The Carver by NinetyNine Products
THE NAME PAYS HOMAGE TO THE LEGENDARY ENVIRONMENTALIST AND INVENTOR. HIS CONTRIBUTIONS HAVE MADE HIS NAME SYNONYMOUS WITH SUSTAINABILITY AND INNOVATION. A PIONEER. THE FORMER PROFESSOR AT THE TUSKEGEE INSTITUTE’S GROUNDBREAKING WORK WITH PEANUTS AND SWEET POTATOES REVOLUTIONIZED FARMING TECHNIQUES, CREATING A DIVERSE RANGE OF PRODUCTS FROM THESE CROPS. CARVER’S BRILLIANCE, CREATIVITY, AND DEDICATION TO SCIENCE REMAIN AN ENDURING INSPIRATION FOR INNOVATORS WORLDWIDE.