The past 12 months have seen quite a shift in the sneaker scene, but with hundreds of Dunks and Air Jordan 1 colourways now sitting at stockists, it's clear that change is well and truly afoot. As the rule of retro sneakers draws to a close, brands are scrambling in order to find the next big thing in sneakers - a task that Nike seems to be taking very seriously, as it's shaken up its entire leadership team in an effort to do just that.
Earlier this week, the Swoosh announced a shuffle amongst some of its top positions, focusing on building momentum and committing to product innovation - the word ‘innovation’ was used four times within the short press release . The brand also announced that it would rely heavily on consumer insight and dedicate more efforts to its storytelling, as a way of staying connected to its core consumers.
“We’re driving even greater focus and integration across our business and teams through these changes, doubling down on what Nike does best: seamlessly serving athletes with compelling product,” said John Donahoe, President & CEO, NIKE, Inc. “Our brand momentum is strong, our innovation pipeline is unmatched, and our strategy is working. What continues to be clear is that there’s so much more potential ahead of us.”
“These shifts will allow us to streamline our focus across product, brand storytelling and marketplace, mining deep consumer insights to deliver breakthrough innovation and engagement, while building long-term growth and profitability,” he continued.
A Williams Trading report had accused Nike’s offering of becoming ‘stale’ only a few days prior, accusing the brand of not releasing enough ‘compelling new product offerings’. In a separate report , it was shown that eBay searches for “Air Jordan” and “Men’s Sneakers” had dropped from 28 million to 18 million between March 2022 and March 2023.
As more niche brands like Salomon and ASICS have started to see an increase in market share , some of the sneaker scene’s biggest players are (rightfully) feeling the pressure, but with all new innovative products, it's likely these things will take some time to get off the ground. In the meantime, let us know what you'd like to see from Nike, and be sure to stay locked to The Sole Supplier for more information as the story develops.
Up next, here's all the info regarding adidas' final Yeezy drops.
