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I’m not quite sure but Nike really blew up back in the day with a focus on basketball via the Nike Jordan/Air Force One. More recently I just don’t understand

by ericmay 23d ago

I’m not quite sure but Nike really blew up back in the day with a focus on basketball via the Nike Jordan/Air Force One. More recently I just don’t understand their product line up. If I click on Men’s in the US there are over 700 shoes. How do I even pick? Hello, earth to Nike. Nike is a Greek god. Maybe lean in to that a bit more? Who is buying turds like this? https://www.nike.com/t/ava-edge-mens-shoes-8EA9wWpq/IM1973-004 https://www.nike.com/t/ava-edge-mens-shoes-8EA9wWpq/IM1973-0... [cherry-picked example but id say half their shoes follow this awful design pattern] Oh I get it “Inspired by the geometry of modern cities” they’re confused about good design and taking a hint from other dead brands like Hugo Boss or Burberry Outlet or maybe even Armani Exchange! That’s why richfluencers are buying ON and Hoka and Vuroi and Lululemon still.

omnimus 23d ago
That's why it's fashion... I wouldn't say these are comparatively turds at all. I mean some Hoka are OK (except the terrible blue logo) but I don't think you would find single ON shoe thats nicer than the Nikes you linked to.
- ericmay 23d ago
  Which is probably why sales are declining. I wouldn't be caught dead in a shoe that looks like that. What would I wear it with? Jeans? When Nike makes "fashionable" products there's nothing for Nike to sell to me. I guess they can sell it to an NBA player and their entourage. Most people though aren't buying clothes that look like that, just like they're not buying stuff from the runway models. So you take your customer base from a lot of folks to a small number of folks. It's totally fine and cool to build more niche products (we need more niche products and cottage industries) but if Nike's goal is to stay in the S&P 100 this strategy won't work. Customer base is way too small (and outside of the influencers) and has too few dollars to spend.

by ericmay 23d ago

omnimus 23d ago

That's why it's fashion... I wouldn't say these are comparatively turds at all. I mean some Hoka are OK (except the terrible blue logo) but I don't think you would find single ON shoe thats nicer than the Nikes you linked to.

ericmay 23d ago
Which is probably why sales are declining. I wouldn't be caught dead in a shoe that looks like that. What would I wear it with? Jeans? When Nike makes "fashionable" products there's nothing for Nike to sell to me. I guess they can sell it to an NBA player and their entourage. Most people though aren't buying clothes that look like that, just like they're not buying stuff from the runway models. So you take your customer base from a lot of folks to a small number of folks. It's totally fine and cool to build more niche products (we need more niche products and cottage industries) but if Nike's goal is to stay in the S&P 100 this strategy won't work. Customer base is way too small (and outside of the influencers) and has too few dollars to spend.