The release comes on the horizon of Durant's monumental matchup with LeBron James and the Cleveland Cavaliers. It's Round 3 of this superfight. The first with Durant on the floor. Durant's paramount opportunity to watch his first NBA ring glisten in the sun. One littered with diamonds and Golden State Warriors' emblems.
Banking on Durant's marketability, Nike has chosen Game 1 as a test run to give consumers a rare opportunity to procure KD's latest shoe.
Rather than go basic and release the shoe prior to Oracle Arena being driven into a frenzy, the actual procedure to land a pair of this all-white "Still KD" X is a little more concise.
Starting from the moment Durant steps onto the floor, Nike's SNKRS app will begin to distribute inventory. However, every time Durant checks out of the game or isn't on the court for any reason, your chance to buy a pair will float away like one of Stephen Curry's long-range threes.
Nike's latest platform provides not only multiple opportunities to claim the "Still KD," it also manages to keep eyes glued to the product by extension and one of the brand's paramount athletes.
The KD X "Still KD" isn't simply a sneaker. It's a full-blown pack, filled with a distinct pin set that represents what the term "Still KD" means—this pen set will be mailed to consumers at a separate time. Nike is also handing out 10 signed and custom-painted boxes by artist Shawn Barber to random buyers.
What's distinct about this experience is it takes the sneaker-buying process and ties a sense of reality to it. Interactive purchasing isn't anything revolutionary—QVC's been doing it since 1986. What Nike is attempting to accomplish differs in the sense it's linking the future of consuming kicks —the SNKRS app—to live game action.
With 87 percent of people utilizing another screen while watching television, per Accenture (h/t Adam Flomenbaum of Ad Week), this type of product shifting makes sense.
Make sure you stick by Nike's SNKRS app during Game 1 of the Finals for a shot at owning a pair of the KD X "Still KDs."
All product information and release dates provided by Nike, unless noted otherwise.