A few months back, Nike and Footlocker teamed up to create a store in Harlem solely related to Nike, Jordan, and Converse footwear and apparel products. Perhaps the biggest draw to the new venue was the sale of Player Exclusive models—sneakers dedicated to Jason Kidd, Larry Hughes, Kevin Durant, and Shawn Marion have all been sold. Of course, the availability of these exclusive models has come at a rather substantial cost…gone from the walls are any Reebok, And1, New Balance, Asics, and adidas shoe. I was just wondering what your thoughts were regarding the store were. Mine are below.
Positive:
-From a marketing standpoint, Nike has led the way again. They have managed to make noise by releasing highly sought after player models. Also, the store has had some excellent events including the Kobe Bryant visit…It will be interesting to see what other shoe companies counter with to stay ahead!
Negatives:
-Shoe fiends and aficionados have tried to sniff out exclusive NBA/College Edition flavors since the mid-’70s. This fact was clearly evident in Bob’s book, as many members of his sneaker posse waited outside of the Garden for a chance at grabbing a pair of shoes after a game. They also combed the five boroughs, scoping stores like Carlsen Imports for rare and obscure gems. Bob’s friend had a pair of “Spartans” customized Franchises, while he came correct with Olive Air Force 1s. And of course, they were all infatuated with the Columbia exclusive Franchises. What I’m getting at is that the best ballplayers got hit off with the exclusive stuff. You could typically associate an awesome ballplayer with his exclusive joints. Today, eBay has already bloated the “PE” market to absurd levels, but those who know someone, or have bigger feet might get lucky and grab a few pairs over the course of year or two. With H.O.H., it’s all different–a dude that rocks a size 9 can rock the Q. Rich. Jordan VIII’s. People who are not even that great at hoops can wear the “Raw Lew” Windmills. To me, the House has taken a lot of the fun out of getting a choice pair of exclusives.
-Resellers: Nike and Footlocker both new there would be consequences to dropping only 24 pairs of specific models. I’m not angry at resellers who are hustling or are capitalizing on a system surrounded by hype, but instead of digging a model for what it is, it seems that most of these PE joints are just cash cows.
-Brand monopoly: While Nike and it’s subsidiaries have the top 90-95 selling shoes on the market today, eliminating adidas, Asics, Reebok, etcetera might not be a fiscally wise move over time. Of course this is just speculation, but aren’t you eliminating those customers that came to Footlocker to buy a pair of adidas T-Mac’s or Gil-Zeros?
February 14th, 2008 at 11:59 pm
love life says:
whatever happened to
AND1..?!?!?
it is DAMN HARD
to find any models!!
is the store still open in
PHILLY?
website?
b_fullilove_2000@yahoo.com
February 15th, 2008 at 12:37 pm
Claude says:
I agree with the pros and cons. Only thing I think is not a negative is that even though rare player models are now available there, most people can’t get there. If they do get there then that’s good, because this store is in Harlem. Harlem needs and deserves that kind of a look. Even people from overseas know that Harlem has some new bounce. (Pun intended.)
February 15th, 2008 at 6:51 pm
Bobbito Garcia a.k.a. Kool Bob Love says:
Jeremy-
great post and I totally commend you for thinking so critically. Claude is correct in that the PEs aren’t available at every Foot Locker nationwide or even around the world. You have a big foot and can fit into some PEs, but this allows a kid, and only 1 of 24, who loves Durant and wears a size 8 to rep his man. I think that’s cool, and still relatively exclusive. as for other brands, Foot Locker still carries them, just not at House of Hoop which was a collab with the Nike/Jordan/Converse empire. The other companies will have to figure how to step their game up, and ultimately that is a good thing. i’m looking forward to seeing what happens . . .
February 15th, 2008 at 8:43 pm
CCB says:
This monopoly by NIKE is product of a branding machine created by Sonny Vaccaro. You can’t be upset with Nike for utilizing their skill set. There was a feature on MSNBC about how Nike never does things half way. It talked about how they wanted to get into the skate market so they copped Hurley. Nike is a force.
As a new shoe company, we realized that the goal is not to catch Nike, but to create our own lane by developing something that was unlike any new shoe company to come along. We didn’t try to copy AF1 (which elements of this classic kick can be found in everything from BAPE to k1x) we went out a limb and tried to do a low end shoe with the ECLIPSE. We made 1200 pair and I only have 50 left. It wasn’t a big splash but our next shoe with MARQUI we feel we have the best technical shoe to hit the market in years. While this may not generate crazy sales once we have the pre-order page up we fully expect to get the industries attention.
While we will only make a couple of cases of The REIGN I will personally sit down to build 100 pair of the shoes in regional colors (I can’t divulge this since Nike has eyes everywhere winkwink) but the colorways are going to be bananas.
I think everything Jeremy has said has validity but in reality it is the way of the world. People are no longer into exclusives that no one has, they are into exclusive Nikes that no one has. This won’t hurt the Footlockers and other shoe stores because they are catering to what sells.
What has to happen is we have to teach people to be original again. Diadora’s, Ellese, Saucony and other brands can’t get love from anybody but sneaker heads and that is a shame. But marketing is king. He who has the paper to get the buzz will get the love. Or am I wrong?
Chris Burns
President of Marketing, MARQUI Athletics
www.marquiathletics.com
www.centercourtbasketball.com
February 17th, 2008 at 2:19 am
Jeremy Ripley says:
Love-And1 has really scaled back on nation-wide distribution in stores and chain footwear places. They’re newest stuff is still up on and1.com, and there is definitely some cheap stuff on the ‘bay.
Thanks for the awesome responses everyone…
I do think it’s a great opportunity that people with smaller (or even larger feet) than the players the love can happily rock a model of a player they like. But really, how many obsessive fans or kids who want to wear the models will be able to grab hold of a pair. While it would definitely ruin the idea of the concept, I think that creating more of a general or semi-limited release would work the best…I mean either way, we know what Ray Allen Jordan 8’s are selling out…
On the other side of the issue, this makes a person like me who loves to rock something that no one else is wearing, or much less SEEN (around these parts) work even harder to keep doing my thang.
And to tie into what Bob said, I think this is only a positive step within the shoe realm. Adi. and the ‘other brands’ will have to become a bit more daring…
I watched the last 50 minutes of the Nike piece on CNBC, and the biggest thing to me was one Parker or someone said, “In the beginning we constantly innovated, we were always tyring to push ahead. Bowerman only accepted a design when the crafter admitted it was his or her best work.” Not to hate on the Swoosh, but I just simply cannot believe that the Team T.R.U.S.T., Zoom Touch, or Dual-D 2’s are the best pieces Nike can put together.
IOther companies must continue to redefine themselves, their design work, and keep pushing to create new things. I mean, it’s REALLY tough to compete with Nike’s Marketing regimine, so you gotta let your product speak for yourself…
-adidas: does every shoe have to have three stripes right down the middle? You gave the Gil-Zeros and GilIIZeros a go, (both with heel or medially oriented stripes) to much fanfare. Many sneakerheads reminisce in the daring days of the Feet You Wear Stuff.
-Reebok: Yo, I’d love to see the creativity on Gerald Green’s ATR Vertical III’s on every one of your models!
-NB: Keep it up on the butter performance tip. Zip will catch on eventually. I have yet to meet or talk to someone who does not enjoy playing in it…
-And1: Well, you guys are pretty much done…and with all my testing biases aside, I became interested in this company cuz their shoes were visibily different. Before the Franchise, there WAS no shoe that even looked anything like the Franchise, and that’s why it was fresh.
-Marqui-Chris, I dig the start. I’m really looking foward to the regionally based colorways, and like you’ve mentioned before. You guys took your on path and went away from a recognizable model..and that I can respect!
Peace_
Jeremy