What is a shock drop?

A shock drop is a marketing strategy in the streetwear and sneaker industry where a limited edition product is released without any prior announcement or promotion. This creates a sense of urgency and excitement among consumers, as they have to act quickly to purchase the product before it sells out. Shock drops are often used by brands to generate buzz and increase demand for their products. They can be a successful way to create hype and boost sales, as they create a sense of exclusivity and scarcity around the product. Some popular brands known for their shock drops include Nike, Adidas, and Supreme.