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Foot Locker Unveils New Launch Process: Launch 101

Enter. Select. Win. Sounds simple, right? Well, let's break down exactly how Foot Locker looks to hand out more dubs than "L's."

Before we get into the future, lets break down how Foot Locker and their sister companies Champs Sports, Footaction, and Eastbay previously implemented their mobile entry system via their respective apps. In order to participate, you would have to download each app, create an account and choose the product you are interested in. Each release has a specific window in which you can enter the reservation program. When reserving, you are given the option of the three closest locations to where you live. Complete the entry form by submitting your full name, shoe size and preferred store.

You can also earn "Head Starts" or points that increase your likelihood of being selected on release day. For a breakdown on that, read this. If chosen, you will receive an alert via the app as well as an e-mail notification. After securing your reservation the next thing you have to do is wait until release day. When that day comes, you have until 3pm to pick up your kicks. If you fail to arrive in time, your sneakers will be forfeited and then will be sold on a FCFS basis by the store.

Launch Reservations

Foot Locker, Footaction, Eastbay, and Champs have all implemented a new Launch Reservation system. Unlike the system of the past, Footsites have opened up the possibility to have sneakers shipped directly to your door. That's right, on

What are Head Starts?

Head starts (which we previously told you about here) are additional bonus time that members of FLX Rewards can add to their entry to improve their chances to win exclusive sneaker releases. If you're not a FLX Rewards member already, signing up is free. Once signed up, be sure to link your member account to all your in-store and online purchases to accrue XPoints that you can redeem for Head Starts.

You earn Xpoints for every $1 you spend across the Foot Locker family of brands. For every $1 you spend, you get 100 Xpoints. From there you can redeem Xpoints for Head Starts. The more Head Starts you use, the better chances you have of securing a release. The time of your Head Start can vary between different releases.

Got all that? If not that's okay because if we take Foot Locker's word for what it's worth, their new Launch 101process will be implemented in the near future. Launch 101 lets you choose between store pickup or ship to me options.

Store pickup

You can choose up to three stores carrying that respective release in the app. Head to your local store(s) and pay for the release in person when they drop. A valid ID (driver's license or passport for example) is required and must be shown to a store team member to grab your sneakers. You can only win the store pickup or ship to me option, not both.

Ship to me

Foot Locker will use the payment and shipping information saved in your account to automatically charge your credit card and send your sneakers to you. They suggest that you create your free Foot Locker account in advance (if you don't have one already) and save your credit card detailing and shipping information for a smoother process. Double check that all your information is correct before the entry period closes. At this time, credit cards are the only accepted form of payment for this entry method.

Now that you have those above options covered here's what you need to do to participate. It is simple to enter. Download the app. Once in the app, tap the calendar tab at the bottom of the screen. Scroll through the releases until you find the sneaker you want. Once you decide, tap the listing, choose from store pickup (up to three locations) or ship to me and then select your shoe size. For an added advantage, you can tack on Head Starts if you're a FLX Rewards member.

Feeling lucky? If you got that big W, congrats! Those that chose the "store pickup" option will get a push notification message to their device with the good news (if you lose or get waitlisted you will also receive a notification). To confirm you dub, open the message and confirm that you still want the release. If you opted to get the sneakers shipped to you, you will be notified on launch day via a push notification message and an order confirmation e-mail will follow. Upon receiving your confirmed order, your credit card on file will be charged and your kicks will be shipped to the address saved in your Foot Locker account. To ensure the best results for either option, make sure you allow push notifications on your device and turn location services.

Our thoughts

Foot Locker's upcoming Launch 101 process sounds like it's a step in the right direction in the continued fight against bots. Whether it is successful remains to be seen. We expect to see some initial hiccups with a smoother experience as releases come and go. While the majority of retailers still go back and forth between options, Hibbett Sports and Shiekh Shoes have been at the forefront of this battle.

Implementing the option to pick up their raffle winnings in-store or have them shipped has been positive and shown successful results. With no exact time frame for this new feature announced, only time will tell before we get to see this practice brought to a wider audience. So whether this becomes a "pay to play" service like the previous reservation system remains to be seen. We will keep you updated as more information becomes available. For now, we will remain optimistic.

Updated: December 26th, 2021

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