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# Site-Specific Sneaker Drops
Donald Glover is Sharing Unreleased Sneakers from Adidas at Coachella

By Laura McQuarrie | Published 2019-04-15 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/unreleased-sneakers
References: [sneakernews](https://sneakernews.com/2019/04/12/donald-glover-adidas-nizza-coachella-airdrop/) & [adidas](https://www.adidas.com/us)

Even before the release of the [collaborative Childish Gambino adidas shoes](https://www.trendhunter.com/trends/la-adidas-superstar-ii) has been confirmed, Donald Glover is sharing the unreleased sneakers with fans at Coachella.

Receiving an AirDrop with an [Apple](https://www.trendhunter.com/trends/made-on-ipad) device relies on Bluetooth technology and the creation of a low-power, low-bandwidth network between users in close proximity to one another. At Coachella, Glover is randomly requesting to share an ultra-exclusive AirDrop with festival-goers, giving them the chance to get a pair of the sneakers before others. The Childish Gambino adidas sneakers take the form of the lightweight, breathable canvas Nizza style with frayed details and a worn-in look that matches Glover's laid-back approach to style.

While many people often experience a fear of missing out by not attending large events like Coachella, this experience will have sneaker fans kicking themselves for not having their Bluetooth on.

## Trend Insights (Trend Hunter)

- Score: 3.5/10
- Popularity: 27% | Activity: 69% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Shoes](https://www.trendhunter.com/shoes)

## Key Themes

### Why This Trend Is Growing

- **Site-specific Sneaker Drops:** Opportunity for brands to create exclusive and localized sneaker releases at specific events.
- **Collaborative Celebrity Sneaker Releases:** Trend of celebrities teaming up with shoe brands to create limited edition sneakers and generate excitement among fans.
- **Proximity-based Marketing:** The use of Bluetooth technology to create personalized and location-specific marketing experiences.

### Industries Being Reshaped

- **Fashion and Apparel:** Fashion brands can incorporate site-specific sneaker drops to create buzz and exclusivity around their products.
- **Technology:** Opportunity for tech companies to develop proximity-based marketing solutions using Bluetooth technology.
- **Entertainment:** Celebrities can leverage their fanbase to collaborate with shoe brands and launch exclusive sneaker releases.

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