“Gone in Seconds”: Fans React to Onyx Midnight Black Mayhem
If bets had been placed on Gymshark Onyx Midnight Black selling out, it would’ve been the easiest money you ever made.
By 7:19 yesterday evening, every last thread of the limited-edition colourway had vanished.
It took the internet just 19 minutes to hoover up the drop — and that was with access restricted to certain tiers of the loyalty programme.
This release was Gymshark’s pocket ace.
While fans were expecting an online restock of Onyx Grey, Carmine Red, and returning favourite Brand Blue, the apparel giant unleashed an almighty curveball at the beginning of the week.
Onyx Midnight Black was announced as a top-secret, even rarer fourth colourway — exclusively for “real fans.”
The only surprise, then, is that it took as long as 19 minutes to sell out. Though arguably, it didn’t.
“You just sold out Onyx in 19 minutes,” Gymshark said in an announcement. “More information coming soon.”
The comments section, however, told a different story. Gymshark’s most recent post was flooded with disappointed fans claiming Onyx Midnight Black was gone in mere seconds.
Others said they didn’t receive their unique shopping link — despite meeting the criteria of being within tiers 2–4.
“So much for an exclusive link,” one fan wrote. “Put it in the basket but sold out when trying to pay.”
“Two minutes in and it sold out on me,” another said.
Resellers Strike Again
Gymshark’s plan was to stop the bots and give genuine customers a fair shot at copping Onyx Midnight Black.
It’s the first time we’ve seen the newly instated loyalty programme used for a drop of this magnitude, and already questions are being asked over its effectiveness.
Sites like eBay and Vinted are once again filled with resale listings, while some Tier 4 fans say they’ve been left empty-handed.
Whether all those resale ads are genuine, however, is a different question entirely. Either way, it’s not a great look for a release that was designed to be tough on touters.
In spite of the reported hiccups, there were smatterings of people in the comments who managed to finally secure a piece of Onyx.
Trying to maintain the balance of fairness and exclusivity has been Gymshark’s biggest challenge during this whole saga.
Onyx has always been its most sought-after collection, but this time around the hype was on a whole new level.
Curating a system to please everyone proved nearly impossible. Though this latest round of backlash begs the question: could we see Onyx Midnight Black reloaded?
SEE ALSO: Everything You Need to Know About the Gymshark Loyalty Programme
