Durant’s latest signature shoe features a full-length Air Zoom bag stitched directly to the upper.
Source: Inside The KD12
There have been several unveiled shots of the next KD. While I thought the 11 was a solid release with the introduction of a Zoom x React outsole, it’s obvious KD didn’t feel it since this new model has done something completely different in the design of the shoe; which is what I want to take a look at. When Nike takes the time to introduce a new signature model, it happens in waves.
When the new PG 3 arrived Nike built an entire narrative around the shoe. They released images, discussed how the shoe was designed, and finally they delivered a video showing PG at the Palmdale NASA facility. All of these things were partnered with merchandise of course and ultimately the fan of the shoe could grab a backpack, socks, and even a NASA spacesuit designed Nike jumper and of course the shoes. The NASA has been a solid performer and continues to sell at or above retail for Nike. Other models of the PG aren’t as coveted and will probably go on sale, but what Nike did was create a baseline for the introduction which captured the initial intended customer. With the KD 12 Nike repeats the same steps.
If I ask the community that will make the decision to purchase the KD 12 who the designer is, most of the sneakerheads or basketball sneaker enthusiasts will immediately say Leo Chang. There lies the difference between Nike and every other brand in the business. Nike doesn’t hide behind the curtain with the roll out of a product. The company turns every step into a presentation. This rollout leads to countless posts on sneaker sites and the coverage in turn inspires mainstream media to take a closer look. In this instance Nike also captures some element of search as instead of a press release, the brand has utilized their own CMS to deliver a post with official images and release dates. A quick Bing search of “Nike KD12” and Nike controls the top three links in the search query. This is extremely important as search delivers more traffic to e-commerce platforms than any other method of arrival to a site for customers.
What’s more important here is the story behind the design and how Nike has made it so when another sneaker company decides to replace the strobel with their cushioning system Nike has the ability to say that these other brands are following. In the picture above we get a drawing explaining why the KD12 will be a more unique model than any other style in the Nike basketball catalog at least for the moment. What Nike is doing is what I’ve been preaching to other brands. There isn’t anything wrong with delivering information in the same manner. A more informed consumer becomes a long term fan of the brand. You can use the source link to read more about the release date for the KD12.
To read about why this controlled delivery of information is important use the link below:
Why ‘Meet Kyrie Irving’s New Design Partner’ is the Right Direction | Marketing