CASE STUDY · DROP RECAP: HOW VIRGINIA SOLD OUT THE ADIDAS JELLYFISH BY PHARRELL WILLIAMS ON SHOPIFY
VIRGINIA by Pharrell Williams × SuperSwipe
Case study · Drop recap

Two drops. One demand curve. Sold out.

How VIRGINIA launched the adidas Adistar Jellyfish by Pharrell Williams with SuperSwipe draws.
Entries hit 2.14× the stock and mapped the whole size curve.

IndustryFootwear Launch typeSTANDARD ChallengeSize demand
214% Entry demand vs Triple White stock
100% Selected fans who paid
Sold out Crystal Sand, three weeks later
The release

adidas Adistar Jellyfish by Pharrell Williams

Pharrell Williams brought the adidas Adistar Jellyfish to his VIRGINIA label in two colorways: Triple White on July 28 and Crystal Sand on August 17. Both released as SuperSwipe draws on blackyachtrock.com at $300, inside the store's own theme, with bots filtered before selection.

Storeblackyachtrock.com
Retail$300.00
FormatSuperSwipe Draw
DesignerPharrell Williams
VIRGINIA launch graphic, adidas Adistar Jellyfish Triple White by Pharrell Williams now live on blackyachtrock.com
Triple White

Demand outran the stock.

Entries on the Triple White reached 2.14 times the available stock. Fans entered in seconds on the product page, and every entry carried a size, an email, and a card that would only be charged on a win.

Demand2.14× stock
Selected to paid100%
Draw closedJul 28 · 10:00 EDT
Winners notifiedAug 1
adidas Adistar Jellyfish Triple White sneaker on white
Entry demand vs available stock 2.14×
Stock

Entries reached 2.14× available stock. Entering was free, losers were never charged, and the draw recorded exactly where the demand sat on the size run.

The size curve

Every entry is demand data.

A shelf release loses its unmet demand the moment a size sells out. A draw records all of it. The Triple White entries mapped the whole size run for the silhouette, signal no sell through report can show.

Sizes 8.5 to 14fully allocated and paid. Twice the buyers showed up for the core of the size run.
57.4% of demandasked for sizes 10.5 to 15, which held only about a third of the inventory.
1,127% pressureon size 9.5 alone: over eleven entries for every pair on hand.
Unstocked sizesstill drew entries, most of them 13.5 to 15. Demand adidas would never have seen.
The signal Every SuperSwipe draw doubles as a forecast. Entries record consumer demand size by size, so the next buy is stocked where fans actually sit instead of where last season guessed.
On brand

Cream page. Black button. Their font.

VIRGINIA pointed SuperSwipe at its own palette, so Enter Draw, the terms modal, and the size picker rendered as part of the storefront, with Protected by SuperSwipe sitting quietly under the modal. The whole flow stayed on blackyachtrock.com, and even the draw comms shipped in brand voice. See the exact setup on the button theme page.

Enter Draw styled from the store's own theme values
Entry modal in the brand's uploaded typeface
No redirect, no separate site, no waiting room
VIRGINIA branded graphic announcing the Jellyfish Triple White draw closed, winners contacted August 1
The close, announced in brand voice
Selected to paid

Every selected fan paid.

When entries closed, winners were drawn from the verified pool and charged on the card they entered with. Everyone else was never billed.

Enter on the product page → Card authorized, not charged → Winners drawn and charged → Losers never billed
$300charged to each winner through the store's own checkout, only on a win.
100%of selected fans completed payment. No leakage between the draw and the money.
$0charged to everyone not selected. Entering is always free.
Crystal Sand

Drop two followed the curve. It sold out.

Three weeks later VIRGINIA dropped the Jellyfish Crystal Sand with the size run weighted around what the Triple White entries proved: the deepest stock where the pressure ran hottest. The colorway sold out on blackyachtrock.com.

Size curve rebuilt from real entry demand
Same draw, same theme, same storefront
Sold out
adidas Adistar Jellyfish Crystal Sand pair, studio photography
adidas Adistar Jellyfish Crystal Sand cutout on white
Crystal Sand
adidas Adistar Jellyfish Crystal Sand side profile with black stripes
Side profile
The results

Why it worked.

Demand became a planDrop one recorded a sized entry for every fan, a demand curve no shelf release captures.
Money followed the drawEvery selected fan paid, and only winners were ever charged.
The sequel sold outCrystal Sand shipped on the size run the entries asked for and cleared the stock.
On brand Both drops ran end to end on blackyachtrock.com in VIRGINIA's own theme, from Enter Draw to checkout.
POWERING PHARRELL'S BLACKYACHTROCK.COM Trusted partner
The takeaway

Every drop teaches the next one.

A SuperSwipe draw sells the stock you have and maps the stock you should make next. More drops like this are in the case studies, and plans are on the pricing page.

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