Which major sports brand first introduced the 'drop' marketing strategy for limited edition sneakers that created artificial scarcity and massive consumer demand?

The sporting goods industry has undergone massive transformations in how products reach consumers. From brick-and-mortar specialty shops to omnichannel retail experiences, sports retailers have adapted to changing consumer demands. This poll tests your knowledge about a significant product launch strategy that changed how athletic footwear is marketed and sold in the modern era.

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Nike with their limited-release Air Jordan collaborations
Adidas with their Yeezy collaboration line
Under Armour with their Curry signature basketball shoes
Puma with their Fenty by Rihanna collection