The countdown to the highly anticipated first product launch from Carl Pei's new venture, Nothing, has taken an interesting turn.
With the official launch of the Nothing ear (1) scheduled for later in July, Nothing made a surprise partnership announcement with StockX, announcing that the clothing and sneaker marketplace will exclusively release the first 100 units of this year's hottest earbuds.
Nothing and StockX Partner for First DropX Product Launch
StockX's current marketplace caters predominantly to clothing and sneakers, acting as a reselling platform for those looking to sell high-end goods without the hassle of other sites such as eBay or Vinted.
But now, StockX is launching a new direct-to-consumer platform called DropX. Where StockX focuses primarily on reselling, DropX will shift the focus to new and exclusive product launches.
And first to launch on StockX? The Nothing ear (1), the true wireless earbuds that have caught the imagination of millions of people worldwide. With stacks of people waiting to bag a pair of these exclusive buds, the terms of the StockX launch are sure to up the ante.
On 19 July 2021, the first 100 pairs of Nothing ear (1) will go live on DropX. The Nothing ear (1) StockX drop will last until 21 July, with the lucky bidders (note, not buyers—this is an auction, not a direct sale!) receiving a pair of earbuds engraved with the numbers 1-100.
Akis Evangelidis, Head of Marketing and Co-founder of Nothing, said:
Launching a tech product on StockX has never been done before, and we feel honoured that Nothing ear (1) will be the first. We're conducting an auction exclusively on StockX, which means our communities will have a chance to purchase ear (1) before anyone else and also before it is fully revealed.
Nothing Raises the Ear (1) Hype
Observers to Carl Pei's previous global tech company, OnePlus, will note similarities in the approach to Nothing's first product launch. The process is about building hype, controlling and limiting supply, and building a product into something unfathomably desirable.
For weeks now, Nothing has teased and intrigued potential Nothing ear (1) users, releasing information at a glacial pace to keep potential customers on the hook.
The strategy appears to be working. Under every tweet or mention of the Nothing ear (1), countless responses cry out for more information or state an intention to buy, regardless of price, specs, or otherwise.
For now, all eyes (and ears) turn to the interesting proposition of a StockX launch via its new site, DropX.