Ethan Zhang
PROFILE/DESCRIPTIONThe Fight for Sneakers
BOSTON — When Bodega, a streetwear shop in the Back Bay neighborhood of Boston, released a hyped, limited-edition New Balance 997S sneaker in 2019, the entire stock sold out online in under 10 minutes.
There was one problem, though: About 60 percent of Bodega’s sales went to shoppers gaming the system with bots, timesaving automation software used to speed through checkout. The bots had claimed hundreds of pairs of New Balances for a single customer; many other shoppers failed to secure just one.
“We got destroyed by bots,” said Jay Gordon, one of Bodega’s owners. “It was making it impossible for our average customers to even have a shot at the shoes.”