![]() Springblade technology, which features a sole comprised of a series of plastic blades that propel a runner forward, was featured in a photograph taken by the quarterback as he held the pair he'd just received. One of the company's latest sneaker innovations didn't make its debut in a press release or TV spot, instead it randomly appeared in the Twitter feed of spokesman Robert Griffin III. Not content with playing second-fiddle to Nike, Adidas is also leveraging social media to attract the attention of sneakerheads, albeit it in a more covert way. There are those among the ranks of the sneakerheads who cry foul at the surprise nature of the restocks, but the bottom line here is that a restock, surprise or not, offers those who lost out during the initial release a second chance to get a pair and that isn't a bad thing. Most times the only way to know about a restock is to follow Nike's official Twitter feed, which will offer a surprise link to its online store where the previously sold-out models are waiting for buyers. ![]() Because a particularly coveted model will likely sell out within minutes of release online, Nike will sometimes, and without warning, issue what is called a restock. This type of devotion to footwear has even led Nike to use social media to offer sneakerheads the ability to purchase shoes that had previously sold out. Given that a pair of signature shoes can range in cost from $140 to $275, that's no small investment. Each time a new color scheme or model is debuted on the hardwood, the sneakerheads begin their quest to add them to their collections. The arrival of sneakerheads is taking that concept to the next level - players like LeBron James now sport as many as 10 versions of their signature shoe during the regular season, followed by a completely different model in various color schemes for the post season. Nike released several models of his eponymous shoe, the Air Jordan, every year, each in a different color scheme. That changed when Michael Jordan entered the NBA and ascended to the top of the sporting world (in many ways he's still on top). Back in the day Converse was the king of athletic footwear and the company would release a single new shoe model every year.Īs recently as the late 1980s players like Magic Johnson and Larry Bird wore the same Converse Weapons from the first game of the season until the last. The big sneaker companies are also adjusting their business models in other ways in an effort to court sneakerheads. It is not uncommon for a particularly coveted or limited model release to sell out in minutes. This drives up demand among sneakerheads who famously camp out in advance of a release to get a pair. The two footwear makers routinely announce dates for particular models months in advance, as do retailers like Foot Locker ( FL -4.17%) and Finish Line ( FINL). ![]() ![]() In what can only be described as an acknowledgement of the buying power of sneakerheads, companies are taking a page out of Hollywood's playbook and providing fans with a lot of information regarding upcoming releases. Forbes recently estimated that sneakerheads represent about 5% of the $22 billion retail sneaker market in the U.S. At one time an underground community of fanatics, sneakerheards are now a semi-mainstream collection of enthusiasts whose demographics run the gamut from suburban teens to celebrities like Mark Wahlberg, Jason Sudekis, and Jerry Seinfeld. That level of brand awareness is driving sales and even creating new markets.įor the uninitiated, a sneakerhead is a devotee of athletic footwear. The result is a growing populace of consumers following these companies' every move like a tabloid photographer follows the latest celebrity train-wreck. What was once a fringe group of fanatics is now changing the way sportswear giants Nike ( NKE -3.99%) and Adidas ( ADDYY -3.58%) do business, and in the process they're redefining the sneaker business.Īthletic footwear manufacturers acknowledge the rise of "sneakerheads" and are reacting to their devotion to the culture of athletic footwear by eschewing the age-old practice of replacing older sneaker models with new ones on a simple yearly cycle.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |