Book a demo

Sole Play / An Angle customer story

Official Nike × One Piece collaboration artwork

A new audience.
A shared world.

How Sole Play turned the world of Nike × One Piece into an invitation—and gave a new audience a reason to show up.

Decatur + Lawrenceville, GeorgiaSeptember 14–19, 2026
91.5% of entrants had no prior paid order
Nike × One Piece shoes and manga-covered displays inside Sole Play

The brief / Sole Play

More than a release.
An introduction.

A global collaboration can bring people to the draw. The opportunity for Sole Play was to make the relationship bigger than a single pair.

For Nike × One Piece, Sole Play brought an immersive brand world to two Georgia stores. Behind it, entries, customer priorities, sizes and pickup reservations needed to work together.

Angle connected the digital release journey to the store floor: an inventory-aware draw, winner claims and a path for unclaimed pairs to find another fan.

Release
Nike × One Piece
Locations
Decatur + Lawrenceville
Experience
Entry → draw → pickup
Built with
Angle Experiences

01 / The audience opportunity

New faces.
Real access.

The release reached beyond Sole Play’s recorded customer base. And those new faces had a real opportunity to get a pair.

91.5%

Of entrants had no prior paid order
on their account.

Growth and loyalty shared the same release.Share with no prior paid order
The entry audience91.5%
Initial allocations63.3%

Both bars use a 0–100% scale. Returning local customers received priority; new customers still received nearly two thirds of initial allocations. “New” describes recorded purchase history, not first-ever brand awareness.

A younger audience, with room for everyone

42.3%

Of entrants
were under 30.

The release reached across generations, with participation in every adult age band.

Age at entry / share of entrants

  • 18–2419.5%
  • 25–2922.8%
  • 30–3423.7%
  • 35–4425.6%
  • 45+8.3%

Every bar uses the same 0–30% scale. Age at entry; eligible adults. Shares rounded independently. Selections precede claims and purchases.

75.3%

Close enough to show up.

Three in four initial selections lived within 50 miles of their chosen pickup store. A broad audience became a cohort with a practical path to Sole Play’s counter.

Entry-profile distance for initial selections. This describes proximity, not attendance.

02 / Demand, hour by hour

The world opened.
The entries followed.

6.3×

As many eligible entries
as available pairs.

The pulse of the releaseRelative demand / peak hour = 100
Sep 14 / 03:20 ETSep 15Sep 16 / 06:00 ET
56%

Of entries arrived in the first 24 hours, as reported.

50h 40m

Entry window, from opening to close.

The opening surge mattered. So did the sustained interest that followed. Every entry connected a person to a store, a size and a chance to buy.

Entry records, September 14–16, 2026. An entry is a chance to buy, not a completed purchase. No website-visit conversion rate is implied.

The release, considered

The story draws them in.
The system carries it through.

Sole Play’s store transformed with One Piece manga artwork and sneaker displays
The brand world, brought into the store.
  1. 01 / Enter

    Start inside the story.

    Official artwork, an opening cinematic and English or Japanese language choices set the scene for entry.

  2. 02 / Select

    Put the community first.

    Sole Play’s community priorities shaped selection, with randomized ordering within defined groups.

    Shopify inventory connected selection to the available store and size.

  3. 03 / Claim

    Give every pair a path.

    Winners claimed their pair and chose a pickup reservation. SecondChance brought unclaimed inventory back into the release journey.

  4. 04 / Arrive

    Bring it back to the store.

    The digital journey led to Sole Play’s counter, where the release became a shared, physical experience.

03 / From selection to commitment

96.6%

Of the release
allocation claimed.

The next fan was ready.

A missed claim
became another chance.

After the initial deadline, SecondChance found takers for 81.8% of the pairs still unclaimed.

That added 15.4 percentage points to the allocation’s claim rate. Another opportunity for a fan. Another reservation in the pickup journey.

One allocation. Two opportunities to claim.
First round 81.1%SecondChance +15.4 pointsUnclaimed 3.4%
  1. After 15 minutes18.2%

    Of the allocation claimed.

  2. After 2 hours50.8%

    More than half reserved.

  3. Initial deadline81.1%

    First-round claims complete.

  4. After SecondChance96.6%

    Final accepted claims.

Claims opened September 16 at 09:00 ET; first-round deadline 21:00 ET. Final accepted claims: September 18, 10:00 ET. Claims are reservations, not completed sales or pickups. Percentages rounded.

Read the measurement notes

On the ground

You had to
be there.

The manga. The details. The people.
Sole Play made the release a world to step into.

Fans in One Piece-inspired outfits gathered inside Sole Play
The community brings it to life.Release photography / Sole Play
People gathered at Sole Play’s counter with a Nike × One Piece shoebox
The journey reaches the counter.
2

Stores.
One connected release.

Decatur and Lawrenceville shared a journey from entry to pickup, with store and size availability built into selection.

04 / Beyond the drop

The drop ended.
The conversation didn’t.

A release can create a moment. This one also brought more people into Sole Play’s ongoing community.

During the four-day drop period, Sole Play’s Discord community grew by over 12%. The brand had a place to keep the conversation going, beyond the draw and the pickup.

Discord community growth12%+

In just four days.

Reported growth during the drop period.

Discord / Inside the community

The chat was
part of the drop.

Sole Play teased One Piece in the channel. Fans answered with hearts, fire and a wall of reactions.

The excitement had somewhere to go—and a community to share it with.

Sole Play shares Luffy and teases a One Piece raffle in Discord’s general-chat; fans respond with hearts, fire and excited emoji reactions
Sole Play / #general-chatSeptember 16, 2026 · Actual community screenshot

YouTube / The invitation travels

Sneaker culture.
Gaming culture.
One shared world.

Creator reviews and publisher coverage carried the release beyond Sole Play’s own channels. Watch how they introduced the collection—and the opportunity to take part.

ToNYD2WiLD / September 14, 2026

Nike x One Piece Ope Ope: Everything You Need To Know

A first look and unboxing, labeled by YouTube as including paid promotion, with Sole Play’s entry link in the description. The product story had a direct path into the release.

Watch on YouTube

IGN / September 14, 2026

You can enter a raffle for the opportunity to purchase these sneakers at Sole Play!

Gaming and entertainment coverage put Sole Play’s raffle in the headline, bringing the invitation into another corner of the fandom.

Watch on YouTube

Creator and publisher coverage of the Nike × One Piece release.

Instagram / In their own stories

Worth being there.
Worth sharing.

@juliastunts shared a visit with @tatiana.onigiri. @gabeasosa captured the room. Sole Play reposted both.

The installation became a backdrop for people’s own stories. The community carried the experience into its feeds.

Instagram Stories shared by the community and reposted by Sole Play.
Sole Play’s Instagram repost of juliastunts and tatiana.onigiri visiting the Nike × One Piece installation
The creator visit@juliastuntsReposted by @soleplayatl
Sole Play’s Instagram repost of gabeasosa’s photograph of the community gathered in store
The community moment@gabeasosaReposted by @soleplayatl

05 / The first week is a beginning

The pair opened
the door.

The retrospective found early shopping beyond the release. The next question is whether those customers return after the moment has passed.

24%

Of collector accounts
bought another product.

Reported in the day-7 retrospective. Includes pickup-week shopping; this is product attachment, not a later repeat-purchase or retention rate.

Week 1 ObservedWeeks 2–13 Still to be measured
About this release story

Nike × One Piece at Sole Play’s Decatur and Lawrenceville stores, September 14–19, 2026. Audience and demand figures describe eligible adult entries and initial selections. Claims include the initial draw and SecondChance.

“New” means the entrant’s account had no prior paid order at entry. It does not necessarily mean a first encounter with the brand. Age and audience shares describe entries and initial selections before SecondChance. Distance is measured from the chosen pickup store.

The claim rate divides initial and SecondChance claims by the allocated units. The recovery rate divides SecondChance claims by allocation left unclaimed at the initial deadline. The 15.4-point contribution is the additional allocation share claimed through SecondChance. Percentages are rounded independently. A claim reserves a pair; it does not establish completed purchase or collection. Event timings are Eastern.

The 24% additional-product figure describes collector accounts through day 7, including pickup-week shopping. It is not a later repeat-purchase rate. The results describe observed release behavior, rather than a controlled estimate of incremental revenue or retention.

Sole Play reported over 12% Discord community growth during the four-day drop period. This measures community growth, not retention or controlled attribution. Creator coverage and community posts illustrate the release’s cultural reach; they do not measure attributable sales.

Official Nike × One Piece artwork and event photography show the collaboration and activation. Angle connected the release journey from entry to claim and pickup reservation.

Explore Sole Play’s release

Keep exploring

Another brand.
Another possibility.

Dog and adventure gear beside a camper van

Ruffwear / Pack Perks™

A reason to come back. A pack to come back to.

Read the story

Your brand. Your next chapter.

Make it worth
showing up for.

Build a release experience around the people who make your brand matter.

Book a demo