Digital Tears Flow for Nike SNKRS' Off-White 'The Ten' Release

The Nike SNKRS app launch of Virgil Abloh's Off-White 'The Ten' collab mad people very, very mad.

Virgil Abloh x Nike Air Presto

Image via Nike

Virgil Abloh x Nike Air Presto

It's a pretty familiar story at this point: Nike releases limited sneakers online, thousands try to them, few are successful, the rest are upset. Those feelings were amplified today for the SNKRS app launch of Virgil Abloh's "The Ten" series of collaborations. Nike released nine out of the 10 shoes on its app throughout the day, staggering the limited releases.

From the first launch, the Air Presto that went live in the app at 1 p.m. ET, users had to fight through errors and crashes to even get in a digital line for the shoes. Things got slightly better throughout the day, but the experience was still less than smooth. This came after Nike fumbled the original planned release for Abloh's "The Ten" pack.

The compounded frustration from missing out on sneaker after sneaker resulted in plenty of entertaining tweets, with disappointed shoppers taking to social media to share their frustrations. Even Danielle Fishel, who played Topanga Lawrence in classic 1990s sitcom Boy Meets World, couldn't get the shoes.


Whenever a sneaker release this anticipated and limited happens, one should brace for some type of letdown given the poor odds of securing the shoes. Still, we're not sure we want to live in a world where Topanga can't get the sneakers she wants. For other amusing responses to today's release madness, see below.

catch an “L” c/o Virgil Abloh
Virgil should have collaborated on an exclusive error message.
didn’t want Virgil’s shoes anyways
me 2 years ago: "off-white is derivative garbage fuck virgil abloh"

me waking up literally an hour ago: "ok if i set up my laptop my desktop and my phone app i have a chance to try for the raffle of each of the 10 nike off white collabs dropping today and ill try to get as man-"
Nike with ELITE level trolling sending everyone those AJ13 Wheat reservations... FOH. SMH.
I've been wanting to have this Off White discussion for a min.
BESIDES resale/exclusivity what is the AESTHETIC appeal of the sneakers???
I really wanna know.
They're just ugly overpriced shoes to me.

S/O 2 Virgil Abloh for the finesse tho.
how many times did i strike out today you ask
10/10 L's today on the ten, fuck you virgil 😭
Nike Presents: “The 0/10”
none of my exes have ever hurt me as much as Nike and Virgil Abloh have
Me not getting any of the Nike off whites!!!!!
when ur 30 years old and actually angry over not being able to spend ur money on 9 pairs of sneakers
the Big baller brand app wouldn’t fail y’all like this