Most Popular Style
In a micro to macro comparison, to focus solely on the top ten sneakers sold, short changes the discussion. If I sold 382 pair of shoes, what is the ratio and comparison to the greater economy? That’s not clear at all. A micro set of data is best utilized to look at as many shoes as possible and then offer a possible explanation of why that model sold, or why there weren’t more. I think you can learn a lot more with a more detailed breakdown. The chart below will deliver you all shoes that sold more than ten pair. Why ten pair? I’m not the only person with access to these sneakers. If I sold ten, that shoe was performing well overall which I think shows the shoe is performing well at retail considering my prices closely align with the pricing structure at retail outlets. Choosing every pair that sold ten or more will also give retailers the opportunity to look at more options for buying and similar shoes from other brands.
Model Breakdown and Discussion
Air Force 1 – Nike’s timeless classic arrived in a variety of colors. The shoe is the perfect model for color blocking and the model crosses age demos allowing any person to capture an element of cool when they rock it. Nike doesn’t have to advertise the model at all and some people wouldn’t be caught dead in anything else. What’s really interesting however is how the shoe moved the Stan Smith and Superstar wearing White girls to the all white Uptowns (yes, you read that correctly and I’m not apologizing for writing that sentence… it’s real). (Nike Under 100 strategy)
Blazer – Nike’s first basketball shoe regained interest after Virgil Abloh made it a part of his first collection of The Ten in 2017. Nike smartly rolled the model out in 2019 without a lot of fanfare. They made the model in a variety of colors, but primarily focused on the simple change in Swoosh and heel tab color. This has made the shoe wearable for almost any occasion. Nike also did what they’ve done with the Jordan 1 Mid. The Blazer Mid has now been rolled out in a low version featuring the same colors. I didn’t break down this section by Blazer style, but one of the most popular options has been the new Women’s Platform Blazer. (Nike Under 100 strategy)
Vapormax – Vapormax is a catch all title. Within this product option sits the Vapormax Plus and the Vapormax 2021 Flyknit. The plus is a blend of the Air Max Plus from the 90s with Vapormax outsole. The model sells out in store at 200. While many people look at the Jordan 1 as the premium option for Nike driving demand, the Vapormax Plus is actually equally as strong for Nike. When you add in the new 2021 FK which was reduced from 220 to 200 again, that model adds to the options for fans of Vapormax. The bouncy outsole remains a favorite of women and men who aren’t in sneaker culture, but they are more than willing to drop 200 racks on the model.
Retro GTS 97 – 96-97 I was playing college basketball and my attention was always on basketball shoes. Although I did start working as an assistant coach after an injury. I recall the kids in quad of the high school skating. I remember skate shoes and socks tucked under the tongue of shoes, held in place by rubber bands, but I don’t remember the GTS. I do realize that the GTS appears to have led the way for Nike SB, in particular the Janoski. This retro didn’t get a lot of coverage or fanfare. The model rings up at 65 bucks in a clear shot across the bow of Vans and other skate options. The amazing thing is since last month the model has consistently sold for above retail. It held that resale status at around 85-95 bucks and on StockX the shoes sales of 184 in the black colorway at an average of 86 per pair. I haven’t seen the shoe in retail accounts, but my region is 69% Black. This isn’t really the demographic for the shoe. I assume it’s a Nike release only so far, with other pairs going to SB accounts. (Nike Under 100 strategy)
W React Phantom Run FK – This super lightweight, cushioned ‘running’ shoe resales in intervals, but sells very well at and around the SRP of 140. The laceless design provides a slip on styled option in lieu of Crocs and is the perfect addition to the wardrobe of Lulu and yoga pants fans. The shoe has all of the qualities of a performance shoe, but it’s really all lifestyle. The model is definitely not a sneakerhead/culture model, but it is a consistently strong seller. Rightfully so… we are still in a super casual environment and a sneaker that is both comfortable and easy to slide on quickly is golden. The shoe also accommodates a variety of foot widths. While it looks like the only women’s model on this list, I have to admit that the Dunk, Blazer, Jordan 1, Vapormax and Air Force 1 are all driven by sales to women just as much as men.
Nike Dunk – The Dunk is simply the hottest shoe for Jordan right now. The Mid rings up at 110, but the GS version is the best bang for the buck. The Dunk has caused the Air Jordan 1 Mid to finally slow down in resale. It seems there can only be 1… kind of. (Nike Under 100 strategy)
Air Jordan 1 – The Air Jordan 1 is interesting. None of the recent releases have been burning up the charts in resale. The Mid and the Low have decreased in resale because of the Dunk… But the reality is Jordan Brand quietly bumped the price of 5 dollars on the Mid and the Low. That increase dips into the margins of resale, but delivers a nice bump to Jordan Brand in revenue without a lot of pushback from sneaker culture or everyday consumers who know that the model sales out instantly and is often only available via third party. Jordan Brand also seems to be delivering more inline Jordan Brand product lately and not many Jordan 1s of any style. An interesting thing is happening with late shipments, there are a few Jordan 1s on shelves during retail dives. This is because raffles of hyped product is the only thing that gives resellers an idea of when there is heat in store. There are a segment of resellers who go to the stores everyday, but many resellers stick with the raffle schedule. An everyday consumer can run across some great product if they visit stores often, but that’s not how the regular consumer works.
Jordan Delta 2 – Right price ($130), tons of tech, a more premium build and a super comfortable Jordan option with plenty of references to classic Jordan Retro colors, makes the Delta a strong seller whenever it releases. You can’t tell sneaker culture this as they look down on any non-retro Jordan option. The Delta always roles out in classic colors like Bred, Infrared, and Aqua, but it’s the use of Nike React that gives this shoe the ability to train or be a lifestyle model. The upper is a layered design with rugged suede and ballistic mesh and cues of design are from Retro models. It’s a quiet, solid release that works with newer sneaker culture people not so tied to the past. The Delta in the right color and materials will hit. The Jordan Point Lane was strong and is a similar model, but it has slowed considerably. The shoe uses the same strategy, but for some reason it hasn’t connected as well in other colors outside of Infrared.
Waffle One – When Nike does a collab you can almost bet they will create a takedown model soon after. The success of the Nike Sacai, is what led to this model being born. It’s 100 dollar price and bevy of monochromatic colors that sync with the Sacai versions is the driving force. This model will slow down as fall/winter arrives. The shoe features a transparent mesh design. It would have to be winterized to continue its success. (Nike Under 100 strategy)
Air Max Pre Day – Steve Prefontaine is no longer the presence for Nike that he once was. I would guess that most sneakerheads don’t even know the story. They don’t realize that the distance runner was Nike’s savior, but his tragic death could be the stuff of conspiracy theories around blood sacrifices (yuck, that’s a brutal take, but it’s true). Nike’s golden runner was going to cement Nike’s status as the brand for training heading into the Olympics. Instead, his death fueled a coming together behind track and field that saw Nike explode. The brand has always nodded to Pre in many of its running shoes, but this model arrived around the Olympics and the Prefontaine Classic and when it did, it hit resale in a big way. The model was limited to Nike doors initially and has since rolled out to higher tiered accounts, which slowed resale, but at $140 it remains a strong option on StockX with 8 options available and one pair having sold almost 1700 pair and others at between 200 to 500.
Nike LeBron – Space Jam and the retro season of the 8 helped to push LeBron back to favor. The 19 hasn’t rolled out yet, but certain models of the LeBron 18 Low Space Jam continue to sell above retail, but the noise has died down considerably. Nike would be wise to limit distribution of LeBron and use a strategy that’s built around team basketball special moments. The LeBron does not sell very well. The low rings up at 160 and the retro 8 is 200. Take away the Space Jam theme, and these shoes would have probably sat. I’m not sold on the LeBron line up unless they begin to roll out the 8, 9 and 10 retro models; which is a big possibility.
ZoomX Invincible Run – This is one of the priciest models in the lineup of Nike’s running shoes. Actually, it’s in the mid-tier. Nike’s React options hover around 120-150. This model comes in at $180 bucks, but it does feature ZoomX. The model looks great, but I really think the Olympic push helped with sales. To be fair, the model is selling below retail, which one would think would tell Nike to adjust pricing (I can’t sell a ZoomX Vapor% at all and those options are 250-275). I think this is a model that will have a very short life and be retired or rebranded at a lower price point. Thank the Olympics for this push.
Air Zoom G.T. Cut – I did a video of this option because it felt so familiar.
Hands down, the most unexpected performer of July and August in resale. Does it prove Nike Basketball is back? Not really. The shoe had a really limited roll out which contributed to its resale value. There wasn’t a ton of coverage on the model, but I really think the model played on a sense of nostalgia for Kobe Bryant. The design elements are all Kobe inspired and subtle nods and look alike logo nods to Mamba Academy, definitely had a lot to do with its success. I can imagine that this shoe will perform incredible in basketball loving Asia and I have to think Nike will change the materials here to offer a more lifestyle ready option. If they don’t, expect tons of player exclusives to hit NBA courts as the Kobe becomes a scarce commodity as Nike and the Mamba estate work out the details. When the Lakers option of this shoe hits though… and Anthony Davis rocks it, a definite hot ticket.