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- Apr 27, 2015
Nike isn't struggling for relevancy homie
Lmao don't let a couple of hyped releases fool you. Nike will be fine because they'll always sell millions of pairs of plain, inoffensive frees and fkyknits at the mall for $75 a piece forever.
But theyre struggling for 3 very real reasons:
1. They haven't had a really successful original model since maybe the Racer. All of their big recent product launches have all flopped or done mildly well. The Roshe 2, Lunarcharge, SF AF1, and even the Vapormax have all basically flopped. Same goes for the last several years of Nike basketball with the exception of Kyrie and they used to absolutely dominate basketball.
2. Basically all of their attempts to break out of being the generic mall athletic shoe haven't worked. They tried hard to go upmarket/ high fashion but it hasn't worked with the exception of the first RT drop. The second RT drop, Kim jones, and Olivier rousteing didn't really move product. Their retro attempts in basketball and ACG haven't worked either. Even Jordan is dropping what would have been grails a few years back and they're selling well enough but not even close to what would have been expected a few years back.
3. This is the big one that has really long term effects. Their big releases aren't creating any residual purchasing of their normal product. The actual money made from hyped releases is nothing for these companies. The problem is that people aren't going out to buy more uptempos or basketball retros because of the suptemos, or lebrons because of the azg retro, or prestos because of the acronyms, etc.
I live 15 minutes away from nike campus and half of my street works there including my neighbor and you better believe there's a lot of nervous people at the company.