Which sneaker brand first created the concept of limited edition 'drops' that generated massive lines and resale markets, revolutionizing how products are marketed in pop culture?

In the world of pop culture, few products have transcended their original purpose quite like sneakers. From athletic footwear to cultural status symbols, sneakers have become central to fashion, music, and celebrity endorsements. This trivia question explores how one particular brand revolutionized the marketing of sneakers and transformed them into collectible items that define pop culture moments.

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Nike (with the 2005 'Pigeon' Dunk SB that caused riots in NYC)
Adidas (with their first Kanye West Yeezy collaboration)
Reebok (with their Allen Iverson 'Question' signature line)
Converse (with their Chuck Taylor Artist Series)