Jordan Brand, a renowned name in the sneaker industry, has recently announced plans to release a highly coveted shoe in very limited quantities to a select number of stores. As many loyal customers and fans have noted, such a strategy significantly favors scalpers and back door selling practices. Alarmingly, this method can also potentially trigger confusion and mass hysteria over material goods. Unfair release practices undermine the ethics of commerce and discourage a fair chance for all interested consumers to acquire the product they desire. A 2018 US Better Business Bureau Study confirmed that product scarcity often paves the way for nefarious business practices, referencing the connection with scalping in particular (US BBB, 2018). In the interest of fair trade and respect for the consumer, we urge Jordan Brand to reconsider their approach and establish release practices that give every customer a fair chance to acquire their products. Please sign this petition to help promote equity and fairness in merchandise release.