The rush for Justin Timberlake’s shoes

The singer is promoting his new album with limited-edition clothes and shoes. It’s a marketing stunt that draws on streetwear fans’ love of rare items with high resale value.

Hundreds of fans gathered in SoHo, New York on Friday to buy limited-edition clothes, shoes and accessories inspired by the tracks on Justin Timberlake’s new album.

The singer has partnered with brands such as Levi’s and Nike as part of a marketing stunt to promote his new album. Merchandise for sale included a $500 vest and $350 axe.

The limited-edition release, relying on scarcity and online hype to sell products, has long been a tactic employed by streetwear brands.

Many in the crowd were there for rare Air Jordan trainers which they could sell online at a heavy mark-up. The average price on resale website StockX was $1,173 although one pair had sold for $2,195.

Video by S.J. Velasquez.

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