This Retailer Has The Most Unique Yeezy Release Strategy

Hailing from Detroit, Burn Rubber has always been a rock-solid fixture in the sneaker community within their hometown and beyond. Run by the respected duo of Rick Williams and Roland Coit, they have always had a commitment to the culture since their very beginning.

Taking a unique approach to the release of the highly anticipated Adidas Yeezy Boost 350 V2, Burn Rubber has adopted a release strategy that is quite different from what has quickly become the norm for launch products.

Rather than an announced release time, raffle, or online drop, Burn Rubber will simply put the Yeezys on the shelf at a random time and on a random day so that their loyal customers who frequently visit the shop will have the first chance to cop.  No camping or shop-stalking will be tolerated either.

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