Changheads Have Been Lining Up for Momofuku Nike Sneakers Since 6:30 A.M.

New Yorkers just can’t get enough David Chang. Case in point: The line for his limited edition Momofuku-branded Nike sneakers is dozens of people long and started at 6:30 a.m. even though doors didn’t open until 10 a.m. Rumor has it that one person even got there at 11:30 p.m. last night.

Eater editor Sonia Chopra got in line at 7:45 a.m. and was number 37 in a queue of people stretching a full block long and 100 feet around the corner. During her wait, Dunkin’ Donuts treats were handed out, along with Fuku’s chicken bao and strawberry lemonade slushies.

As has become a New York line-standing tradition, some people brought folding chairs while others were paid to wait. In a line that included fans loyal to either Chang or sneakers, one Changhead admitted to his enthusiasm for both, with a collection of about a dozen Nikes.

Sonia Chopra

Right before the doors opened at 10 a.m., Chang himself showed up, working the crowd and going straight for a dog pet. Good thing, too, because some goodwill was needed while the credit card machines — the only valid form of payment — were down for nearly 30 minutes. But a bonus is that the shoes come with a Nike-Momofuku tote bag. Chopra was able to score some shoes, but it’s unclear if every person in line —including a Ko server — will be able to nab some.

And since Chang is such hot news, here’s an update on his delivery company Ando, courtesy Fast Company. Chang divulges that he thinks the secret to success is focusing on the food first, rather than the technology, which is where he thinks now-failed companies like Sprig and SpoonRocket went off the rails.

Sonia Chopra

Nike

With reporting by Sonia Chopra.

• Dave Chang Reaches Peak Cool Kid With Nike Momofuku Collab [ENY]
• The Perfect Food Delivery Startup? David Chang Thinks He’s Got the Secret Sauce [FC]