Edit: Actually I might be wrong about this if you read this post I take back the FDA thing let me do more DD.
I think that is what the website is for. My understanding is that the production begins on 29th, around July 5th will open a website and you can then send in orders on there using Amazon Pay.
I emailed and tweeted to get some confirmation.
I think they might be making a mistake with what the athletes are saying because I would assume one could make an order on the 29th based on their tweets and if one can't it would disappoint people. Trying to make the CEO aware of this.