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Was having this discussion the other day. BITD when they released any Jordan or other ace bits there was no release date set by the brand.
It was a case of keeping on your toes(excuse the pun) and waiting for them to appear then word of mouth would take over. I remember making numerous trips to Cobra or Footlocker, sometimes I won, sometimes I lost.
Don't know why they don't just keep quiet nowadays too to save all the bullshit raffles and queuing.
If a trainer is good enough it will still sell then everyone gets a fair crack at the whip