Drop School Ep. 8 — How to throw a great drop event

During the final week of Jordy’s Drop School challenge, he has to throw his drop event, the night all of this has been building to. Kick Game brand director, Daniel Nti, says that a good drop event has to be the essence of the brand—not just a pop-up shop. How can you make the entire thing be an extension of who you are? “A lot of the things I do are because it feels right as a business and then you support the metrics after,” says Nti. “It’s not because anyone else is doing it, but because it feels right to you.”

Drop culture is everywhere now, says Nti. Everyone is waiting for the next drop of something. This benefits Jordy because it works financially to wait to have the funds, as well as building hype for the brand. Even big brands now do small numbers and sell those out.

Get people in the building and then get them to stay in the building with a DJ because then people will be able to try garments on, advises Nti. Make an effort to reach out to the people you really want there—don’t be too full of pride. Drop the ego and then the clothes.

Will the event come together? You’ll just have to listen to find out.

Daniel Nti is the Brand Director at Kick Game, the London-based luxury retailer specializing in rare sneakers. His focus is centered around brand partnerships, content strands and talent.

1. “It’s tough. The market is so fickle. People want the next best thing, so you have to be authentic.” 

2. “A lot of the stuff I do as a business is because it feels right, and you support the metrics after.”

3. “Stay in the moment.”