一詞日曆：耐克爲球鞋狂們推出了一個app，於是大家瘋了

2019.07.16

週二 Tuesday

outrage
 ['aʊtreɪdʒ] 
n. 憤怒，憤慨

圖片來源：nike

When Nike’s SNKRS app trips up, rabid sneaker fans go crazy. The app is where many head for a chance to get Nike limited releases and special products. 

耐克的SNKRS app推出時，瘋狂的球鞋粉絲們爲之瘋狂。很多人通過這個app獲得購買限量球鞋和特別產品的機會。

The outrage over technical glitches that kill those chances can spill over into complaints and memes on Twitter and elsewhere. It happened during last year’s launch of a shoe in collaboration with fashion label Off-White and again in May with the drop of a shoe with rapper Travis Scott.

對技術故障而導致錯失購買機會的憤怒擴散成爲了在推特和其他平臺上的抱怨和表情包。這種情況在去年發生了，那時耐克推出了一款和潮牌Off-White合作的鞋子。五月份又出現了這種情況，那時發售了一款聯名說唱歌手特拉維斯·斯科特的球鞋。

In a funny way, it’s a sign of the success Nike has had drawing shoppers to SNKRS.

有趣的是，這正是耐克成功的標誌，並且吸引了大量消費者使用SNKRS.

While the limited releases that happen through SNKRS are just a portion of Nike’s business—which also depends on selling giant volumes of mass-market shoes—the app has become an important part of the company’s thriving digital sales. (The brand’s other app, just called “Nike,” is more like a general e-commerce portal.)

通過SNKRS平臺進行限量發售僅僅是耐克生意的一部分，耐克也依靠大量銷售大衆市場的鞋類，這個app已經成爲耐克繁榮的數字銷售中重要的部分。（這個品牌的另一個叫做Nike的app更像一個普通的的電子商務門戶。）

Discussing earnings for the full fiscal year, CEO Mark Parker told investors yesterday that SNKRS acquired more new members than any other digital channel for Nike. 

在討論全年的財務收入時，首席執行官馬克·帕克昨天告訴投資者說，在耐克所有數字平臺中，SNKRS爲耐克贏得了最多的新用戶。

He added, “SNKRS more than doubled its business, doubled its number of monthly active users, and now accounts for roughly 20% of our overall digital business.” That business grew 35% overall in the year, the company reported.

他補充說，“SNKRS不僅讓生意擴大了一倍，讓月活躍用戶數量翻了一番，現在還佔了我們電子貿易額約20%的份額。”公司報道，這一年貿易額總共增長了35%。

It’s become Nike’s latest way to game supply and demand of hyped products. SNKRS keeps shoppers hungry by sending out regular push notifications about drops every week. 

這成爲了耐克處理對大肆宣揚的產品的供需的最新方法。SNKRS每週常規推送有關產品的通知。

When consumers inevitably flood the app for the release, many take an L, walking away empty handed. 

當消費者們不可避免地爲了發售而涌向這個app時，許多人都沒買到，空手而歸。

A share of those who do get the shoes never wear them. Instead, they immediately resell them for multiples of what they paid (Quartz member exclusive), fueling the burgeoning resale market.

有些買到鞋的人從來不穿，而是立刻以幾倍的價錢轉賣出去（只賣給Quartz用戶），爲迅速增長的轉賣市場提供動力。

如the expansion of population 人口的增加

動詞原型爲expand，v.使 ... 膨脹；擴張

Objects expand when heated and contract when cooled.  

物體熱漲冷縮。

As your horizons expand, these new ideas can give a whole new meaning to life.  

隨着眼界不斷開闊，這些新觀念會爲生活賦予新的意義。