Nike Hears Adidas’ Footsteps

The Wall Street Journal: “With the retail sector in flux, Nike Inc. is looking for new ways to sell sneakers and shirts, but some industry watchers worry that the company’s efforts to broaden its reach could damage its cultural cachet … Frequent online releases of coveted Jordan shoes could make them less rare and not as much in demand anymore, some industry watchers say. By making certain shoes available only through Nike channels or big chains such as Foot Locker, the company is diminishing the mom-and-pop shops that have served as community stewards of cool.”

“Matt Halfhill, founder of sneaker-news site Nice Kicks, which chronicles new releases across major shoe brands … said he has been involved in sneaker culture since the 1990s, believes the push toward direct sales actually hurts Nike’s connection with consumers.” He comments: “It’s a great way to sell commoditized shoes, but most boutiques even discourage you from buying on the phone. They only sell shoes in stores to customers, where you see everyone in line waiting for shoes talking to each other,” he said.”

Meanwhile: “Adidas’s resurgence includes new ‘franchises’—such as the NMD and Kanye West’s Yeezy line—that have gained a youthful following and made inroads on Nike’s cultural dominance. Nick Santora, a former sneaker-store owner and editor of online sneaker magazine Classic Kicks, said Adidas is more on point with youth culture of late.” He comments: “Kanye, for some people, for certain kids, that brand is now acceptable. Nike was always ‘sports, sports, sports,’ but if you’re over 11 years old right now, musicians are where it’s at.”

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