2018 has only just begun and we have already seen several collaborations from Nike, Adidas, Reebok and more. It seems as though collaborations have become the most secure way to get shoes to sell, as consumers are constantly looking for unique pairs to add to their collection.
Resale site StockX published a list of the most valuable sneakers of Q1 2018, which can be seen in the graphic below.
It is likely that the Jordan 1 Retro High Off-White was the most coveted sneaker of Q1 as it was only released in Europe, making it much more difficult for US consumers. Hilariously, the same shoe in Grade School sizes was #6 on the list.
Similarly, Adidas only released a few hundred pairs of Y-3 Runner with a 4D Futurecraft sole. Also on the list is the Adidas Futurecraft 4D at #8.
What I find most interesting about this is that the Adidas Futurecraft 4D has some of the newest running shoe technology; the shoe was essentially printed by a 3D printer. Furthermore, many believe that Adidas shoes are more comfortable than Nikes (although this is largely subjective). Yet, Jordan still came in at #1.
This is also interesting as just last year, Adidas surpassed Jordan brand in terms of market share in the US athletic footwear market.
All of this being said, how did Jordan brand pull this off?
It is possible that it is due to the fact that Nike’s release was much more limited. Furthermore, this was not the first release of its kind. Ultra-hyped designer Virgil Abloh released a collaboration with Nike in November 2017, which crashed Nike’s sneaker release app. This initial release gave consumers a taste of Abloh’s creativity and left them wanting more.
Finally, the Jordan 1 is Jordan brand’s most loved sneaker by collectors. However, nostalgia is not enough to get consumers to buy 1’s regardless of design. Jordan brand has released several failed designs of the 1’s recently, but this one performed extremely well. It is likely a combination of these three factors: the popularity of the 1, the hype of Virgil Abloh, and the limited availability of the release- that gave Jordan its number one spot in Q1 of 2018.
This and my previous post will set the stage for the rest of my blog, and in my coming posts I will explain the structure of the blog itself!