Nike has recently updated their policy for retailers located in North America on how they are allowed to release anticipated sneakers. This new change was brought "to ensure a consistent approach to marketing, distribution, and sale of launch product across marketplace partner channels..."
Some key points of this new change:
1) "High Heat" sneakers should be released via drawings. FCFS is only allowed if they can't host a raffle.
2) Stores are not allowed to use launch products as prizes
3) Stores are not allowed to sell to resellers
4) Stores need bot protection for online releases
This new policy can be found below:
Image via @brendandunne