Why PSNY’s Air Jordan 12 Dropped at an Italian Deli in NYC

With Nike+ SNKRS, Nike is attempting to reimagine the stereotypical sneaker release. Now the app can hide the opportunity to purchase a given shoe and unlock access via the camera function on SNKRS.

For their latest delivery, Jordan Brand and Public School NY chose to release the new wheat colorway of the Air Jordan 12 at a brand new deli in Chinatown, Regina’s Grocery. As could be expected, a slew of hopefuls lined up outside of the location, which was hidden due to butcher paper covering the windows. However, a photo of the PSNY x AJ logo then allowed customers to unlock the shoe for purchasing through Nike’s aforementioned SNKRS app.

Those who weren’t able to cop the AJ 12s were still awarded with a tasty (free) sandwich courtesy of Regina’s, in hopes of alleviating the disappointment.

In blending the ever-popular food truck and street cuisine phenomenon with footwear, could this be the new future of sneaker releases?

roman grandinetti