Adidas is insisting Thais show up in full Adidas gear to buy its new NMD sneakers
With snaking lines already forming for Saturday's launch of Adidas' much-awaited release of its new white NMD runners, Thai sneakerheads have one more hurdle to jump through -- they have to show up in head-to-toe Adidas to buy a pair.
Adidas Thailand announced on Facebook that people keen on owning the sneakers must wear "at least three pieces" from the Adidas Originals clothing line, which includes dresses, tops, pants and shoes. Adidas sandals, however, don't count, it said.
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The company's policy, which isn't being adopted by neighbouring Asian cities, has drawn criticism from commenters online.
Some said the policy was discriminatory, and could put first-time buyers off. Another user said it was "insulting", because Adidas' products are priced above the average income bracket, so it would be challenging for most to be able to afford multiple items in order to "qualify" to buy the shoes.
"You don't fool us with this sales strategy," said another user.
The hype for the new white colourway of the popular running shoes has been steadily building. Set to launch globally on Saturday, Adidas has chosen to hold it until "mid-Summer" for the U.S.
The original NMDs launched in black in December, and has apparently been flying off the shelves globally.
Nearby to Bangkok, lines have already started to form in major Southeast Asian cities. In Malaysia, lines reportedly started to form since Wednesday outside the One Utama Shopping Center.
In Singapore, people started queueing up on Friday morning, ready to spend the night outside the store ahead of Saturday morning's launch.
But unlike in Bangkok, Singapore buyers won't have to show up in Adidas gear to buy the shoe.
[h/t Coconuts Bangkok]
Victoria Ho is Mashable's Asia Editor, based in Singapore. She previously reported on news and tech at The Business Times, TechCrunch and ZDNet. When she isn't writing, she's making music with her band
