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It’s actually not a secret at all. You can take it a step further and say it is the worst kept secret of the sneaker world. Nike is a mutil-million dollar global entity. The marketing of their apparel and athletic shoes is apparent everywhere. Television commercials, giant pictures of athletes painted on skyscrapers, and even loud college football uniforms are evidence that the swoosh is among us and isn’t going anywhere anytime soon. But this is Nike at it’s spending best. There is an alter ego to Nike’s marketing campaign. It involves some of the nicest basketball shoes you will ever lay your eyes on, and they spend next to nothing in marketing dollars to do it. Both Air Jordan’s and Nike’s high performance basketball kicks are marketed quite effectively by simply making them impossible to purchase from retail stores.
Supply and Demand- This is a basic principal of economics. Here’s how it works. Let’s say, a product, any product is extremely limited in supply the demand for that product is greater. So, is the price of that product. Take a pair of Air Jordan’s. Nike will release, as an example, an Air Jordan 13 Ray Allen player exclusive. Out of the goodness of their heart, they will release a whopping 3,500 pairs. To be purchased by anyone on the planet. I don’t know how many billions of people inhabit planet earth, or how many of those people would have any interest in buying this pair of Jordan’s. What I do know is that hundreds, probably thousands of people will not be able to buy this shoe.
Point of Purchase- This particular Jordan shoe I speak of was made available for purchase at three, count em, 3 retail stores. And one online retailer. Four locations to obtain one shoe. That includes the continental United States and all points on the globe. If you did not live in Boston, Miami, or London and didn’t camp out overnight, the Air Jordan 13 Ray Allen PE would not be yours to own. If you didn’t stay up until midnight that fateful night in July and hope your high speed internet was fast enough to purchase a pair, you too, would not be the proud owner of this shoe
Secondary Market- So if you were one of the thousands of sneakerheads that wanted but were unable to buy a pair of these works of art, what do you do? Well, since you aren’t a superhero and were unable to fly off to Boston or Miami on whim, you got one option, and one option only. Head on over to eBay and prepare to empty out your savings account. You can purchase these shoes for anywhere between $500 to $1,200. What a deal!…considering the retail price of the Jordan 13 PE’s was $160. Oh well, capitalists will be capitalists, whether it is Nike or a seller on eBay.
Pretty effective marketing. Nike is going to be sure that there supply is not going to sit on the shelf and collect dust. In this case, their entire product was sold in a matter of hours. But you see, there are shoes for basketball and there epic signature sneakers. This is just one example of how an epic signature sneaker can slip past the buyers it was intended for, the true sneakerheads. Unfortunately for us, there are thousands of sneakerheads and only a handful of Jordan 13 Ray Allen PE’s.
write by Barker