LOS ANGELES, Nov. 23, 2021 /PRNewswire/ -- Los Angeles-based shoemaker Tieks is preparing
to launch its sixth season of a limited-edition Black Friday ballet
flat. The limited-edition shoe release started in 2016 as a way to
engage and excite fans with something special on Black Friday
beyond the omnipresent discount model. Every year, fans
eagerly await the shoe which routinely sells out in 48-72
hours.
The limited-edition shoe is launched annually at midnight EST on Thanksgiving and runs for four
days or while supplies last. Every year, the limited-edition shoe
comes with a special card and Tieks' famed box topper complimenting
the design.
The annual drop has grown considerably in popularity since its
inception – thousands of fans try to guess the color family and
style all year long and wait behind their screens for hours until
midnight for the chance to purchase the coveted ballet flat.
Historically, once the flat sells out, it's gone forever, making
this one of Tieks' biggest style launches of the year.
Tieks' Black Friday shoe is now integral to its marketing. A few
days before the launch, a teaser is often given on social media
where fans speculate and try to guess the color or fabric
launching. A hint is usually given about the color or theme,
depending on the shoe being released. Fans are so engrossed in this
product that the Tieks Anonymous Facebook group already has
thousands of fans posting guesses and decoding images to try to pin
down the limited-edition release theme.
"The Black Friday shoe release has become an essential part of
our creative and marketing process each year," said Samantha Hinton, Head of Design at Tieks.
Adding, "Our team works hard to deliver something we know our fans
have wished for, and something that can be a unique addition to
their collection and a staple in their closets forever."
This special release was inaugurated when Tieks released
Metallic Champagne by inviting fans to a Champagne party and made
the shoe available exclusively to party invitees between Black
Friday and Cyber Monday. Tieks CEO Kfir
Gavrieli, with the encouragement of customers and fans,
decided to make the four-day shoe an annual tradition. Gavrieli
wanted the Tieks community to have something one of a kind to look
forward to that was unique to the brand and its offerings. This
idea has since grown into one of the most highly anticipated shoe
releases year-round, with fans preparing to do almost anything to
get their hands on a pair. Limited release pairs usually retail for
significantly more in the secondary markets after they are no
longer available from Tieks.
This year will be no different, with the brand preparing to drop
their sixth limited-edition shoe this Thursday, November 25 at midnight eastern time. Previous releases have
included: Champagne (2016), Red
Diamond (2017), Raspberry Truffle (2018), Midnight Blue
(2019), and Tyrian (2020).
"Over the years, our limited-edition four-day shoe release has
been something that both our team and members of our Tieks family
look forward to," Gavrieli said. "For each Black Friday release,
our team works incredibly hard to bring the Tieks community a new
and unique shoe that we can all be proud of."
About Tieks:
Stylish, comfortable, durable, and foldable, Tieks are the most
versatile flats in the world. Tieks is committed to women's
empowerment and, through the Gavrieli Foundation, has become the
largest individual lender in the world on Kiva, sending over
$10,000,000 to women entrepreneurs
living in poverty around the world.
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SOURCE Tieks by Gavrieli