The most expensive, regular SRP basketball sneaker has been the LeBron series. The final drops of the LeBron 21, Father of Pearl and Pearl Z rang up at $225.00 retail. Nike changed the design of the LeBron signature with the LeBron 20. In that year, all of Nike’s basketball models took on characteristics similar to the low-cut Kobe. Most of Nike’s sneakers have remained in that pocket with the Nike GT Cut being the most expensive of the Nike lineup and only topped by the LeBron 20 and 21. The $200 dollar price point has always been explained as the cost for a technical marvel using the best materials and cushioning systems for the strongest, fastest player on Nike or Jordan’s roster (Zion could make an argument).
The JA 1 Continues Nike’s Recognition of Where Basketball is in Today’s Marketplace
The truth is, Giannis is the biggest, fastest player on Nike or Jordan’s roster. His sneakers retail at $140.00. More important, the model rarely sells at SRP. The Zoom Freak series has possibly the slowest sell through of any of the sneakers released by Nike or Jordan Basketball. When I wrote the JA 1 article above it was because the JA was originally priced at $110.00. The first Jordan Luka was the same price and for the first time in years Nike/Jordan Signature basketball kicks began pulling in resale numbers.
When I created the video showing how many of the basketball releases looked similar in shape and design, the Sabrina hadn’t released and Nike hadn’t done a very Nike thing to sabotage their momentum. The Sabrina has become one of the best-selling signature models. It’s taken away heat from KD, Luka and Tatum. It seemingly ended PG’s run of signatures (just when PGs were becoming kind of popular, but still discount bound). How has Nike sabotaged momentum? The JA 1 saw a random price increase from 110 to 120. The Luka 1 moved from 110 to 120, 130 and to 140 on some models. The Jordan Tatum climbed from 110 to 120 to 125 on the 3. When I wrote the post on the JA 1 and compiled the data on an average of all Nike basketball models, I found a sweet spot for every model. Although the Sabrina Signature is $130 it’s close to the sweet spot, but it hasn’t seen a price increase. More important… the model is almost an exact replica of the Kobe 5.
The arrival of the LeBron XXII is an amazing moment. Jordan only wore his own flagship up to the 18 and Jordan took a year off. LeBron is a physical marvel, but his sneaker sales across the range of pricepoints have always been slow movers. At $200 dollars for an array of his line, some $250, if the model wasn’t extremely limited, it was basically Made to be Discounted. The LeBron Soldier line was inexpensive but was retired for the Witness (a constant at Nike Factory Stores) and the NXXT model which still rings up at $160.00 dollars making it more expensive than KD, JA, Luka, Freak, Tatum, Book, Zion and Sabrina. This year the Jordan Flagship made the jump to $200 dollars. The sneaker has performed better than any recent Jordan Flagship model at this inflated price, but like the LeBron had become over the years, the Jordan 39 is the most technically advanced hoops shoe. The model features Zoom X. The GT Cut ($190 and arguably the best-selling model for Nike Basketball signature or not) also features Zoom X. The latest LeBron does not have Zoom X.
7 years, that’s how long it’s been since a LeBron flagship sneaker was less than 185 dollars. It still isn’t enough, but it’s a step in the right direction and could signify a shift in pricing for Nike. When Nike was at its best with Nike Basketball, the LeBron topped out at $150 dollars. It was the most expensive model. Nike’s price adjustment won’t make the LeBron a big release that sells through immediately. No sneaker is doing that anymore (primarily because of pricing), but this is the first price decrease by Nike since they sabotaged Nike Basketball with the Elite Series. You should read about that below. It kind of caps off this discussion. Check out the pics of the LeBron 22 below. What do you think? If Nike takes a moderate approach as they’ve done with the Jordan 39, at $180, right at the start of hooping season, the 22 could finally change the timeline of discounting.
