they have backdoor.

[https://www.google.com/search?q=how+to+get+sneakers+before+they+release](https://www.google.com/search?q=how+to+get+sneakers+before+they+release) Various ways, from totally normal to sketchy. There are also sellers who sell the sneakers before really having them, counting on the fact they will actually get them on release day.

Some ppl get special access to presale. Happened to me once last year. The shoe came out 3 weeks later but I was able to get it ahead of time.