NYC’s REIGN Announces NEW Platform That Allows Sneakerheads Fair Game To Limited Releases

Reign plans to solve purchasing problems for Sneaker lovers, one sneaker drop at a time.



The NYC retailer has unveiled its new sneaker drop program ‘Reign Releases.’ The program is an exclusive registration platform for purchasing limited release sneakers. The website is designed to give all sole collectors the same opportunity to purchase limited sneakers, eliminating bots, while following the rules of the first-come, first-served basis.

There also will be no private links or online transactions.


How does it work:

Reign customers will register online for the limited release products. Applicants will be chosen in the order of registration. Once the product has been secured, you will be contacted to pick up and pay for your merchandise, in-store at Reign on the date of the release. Simple as that.

Here is a list of sneakers that will be available through the Reign Release program starting next month:

Adidas x Alexander Wang                                Adidas x Billionaire Boys Club,

Adidas x Bristol LA                                            Adidas x CP Company

Adidas x Eric Emanuel                                      Adidas x Neighborhood

Adidas x Oyster                                                  Adidas x Pharrell Williams

Adidas x Undefeated                                         Adidas x White Mountaineering




1. You will complete the registration by entering your full name, email address, and shoe size.
2. The ‘Reign Release‘ system will automatically assign the product on a first come first serve.
3. You would be notified by email if the product is available to you.
4. If a customer does not pick-up and completes the payment on release date and time scheduled, the product will be made available to the very next person in the line.


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