Nike Basketball’s informal announcement that they would be sitting out this year’s NBA All-Star festivities should not be a surprise to those who have been in the storm for the past several years. After years to putting together carefully crafted signature shoes that paid homage to a city’s location and culture, Nike has pumped the brakes on that strategy at least for this year’s event. While it might have something to do with the NBA deciding to move the All-Star Game from Charlotte to New Orleans for social and political reasons, this seems like the right move for Nike to make at the moment. The only question is what’s next.
Ever since Michael Jordan wore the Air Jordan 7 Bordeaux during the 1992 NBA All-Star Game, the sneaker world has waited with feverish anticipation to see what crazy footwear was going to be on the league’s best during their showcase event. Many great kicks like the Air Jordan 11 Columbia (now Legend Blue) and the adidas Kobe Sunshine made their debut or were only ever worn during the big game, causing a ruckus when they finally did make their appearance on the store shelves. The moment when All-Star Weekend and the mainstream collided was in 2012 when the Nike unleashed the Galaxy collection. Sneaker collecting as a way of life was peaking and the swoosh delivered with four “Galaxy” releases that we consider classics today in the Nike LeBron 9, Nike Zoom KD 4, Nike Zoom Kobe 7 and the Nike Air Foamposite One. The thing is, Nike’s been chasing that high ever since.
Nike didn’t make this decision solely on their own as the changing sneakerhead market forced their hand. As Nike Basketball raised the bar in terms of technology and price in their signature shoes, people turned to kicks that required less gimmicks, more functionality, and lower price points. A Kicks On Fire reader might not consider the Nike Roshe Run as anything more than a walking shoe, but a Kicks On Fire reader’s aunt or next door neighbor or non-sneakerhead friend does everything in a Roshe. At least in the interim after the Galaxy, people were still buying Nike shoes even if they weren’t the ones the NBA stars were wearing. However, that would change years later as people moved on from the Roshe and into the adidas Pure Boost, adidas NMD, and adidas Ultra Boost. What the NMD and Ultra Boost proved is that if the shoe is stylish, comfortable and versatile, they will pony up the cash like they did for LeBrons and Kobes years ago.
Nike passing on All-Star Weekend could be the start of the next shift in the culture and business of new new basketball shoes. There are still success stories to be found amidst all the doom and gloom talk – the Nike Kyrie 3 is building off the buzz created by the previous two installments and the Nike PG 1 is poised to challenge the Kyrie 3, adidas Dame 3 and Under Armour Curry 3 as the de facto affordable signature basketball shoe of choice by the kids – it’s just a matter of seeing where Nike goes from here. Focus less on every holiday event and make team colorways special so when the special editions do drop, they do feel actually special.If we’re looking at their release calendar in a year and checking off what themed drops needs to stay and what needs to go, here are some suggestions.
Chinese New Year (Stay, But Let Jordan Brand Handle It)
There was a stretch of years when LeBron James would actually debut his signature shoe in China first, essentially kicking off the start of the new basketball season both in the NBA and at retail. James still does his yearly Asia tours during the summer but we haven’t seen as many exclusives and hyped releases come from those trips. Meanwhile, Nike Sportswear and Jordan Brand have picked up the slack during the Lunar New Year period with retros so expect that trend to continue as Nike Basketball stays mostly silent during the first month of the year.
Black History Month (Stay)
Nike’s BHM Collection this year will also serve as the brand’s kicks that their players will wear during All-Star Weekend. We’ll never know if the move to New Orleans or the lack of interest in the sneaker community was what ultimately forced Nike to stop, but this will be an interesting test because this year’s BHM release could prove to be very popular with an appealing, black, white and gold color scheme. It
Valentine’s Day (Go)
Sneakerhead couples are cute and all, but dropping pink or red sneakers on this day and mailing it in has always felt shallow, which is the opposite message a brand would want to send. Just buy matching retros on any other day of the week and have a date night, those aren’t hard to find anymore.
NBA All-Star Weekend (Stay)
NBA All-Star Weekend 2018 will be in Los Angeles. If you happen to live in the area, you’ll know that the city is feverishly building new residential and shopping centers around L.A. Live that will jam-packed come February of next year. The last time Los Angeles hosted an All-Star Weekend, we got memorable drops like the Nike Zoom Kobe 6 and the Nike LeBron 8. Will Nike pass up the opportunity to own Los Angeles? Well, more than already do…
Easter (Go)
This has to be the easiest cut of them all. Nike has insisted on releasing Easter-themed kicks for the past few years and none have ever truly crossed over. Here’s hoping we’ve the last of them, at least in adult sizes.
Mamba Day (Stay)
Because it’s Kobe and we’ll never forget. Shut up.
Playoff/Elite (Go)
This is not just a Nike thing, but all brands need to stop with the Elite or .5 editions of their signature shoes come playoff time. The storytelling aspect of players needing kicks that are more “rugged” for playoff basketball doesn’t hold water when many of them just stick with their regular season – or in the case of LeBron, his Soldiers – kicks during their championship runs.
Championship Packs (Stay)
The success of Nike’s championship packs through the years indicates that people still care about what the players wear on the biggest stage. There’s the limited aspect to be sure, but if given the choice between rocking a black and gold Nike Kyrie 2 that Kyrie Irving wore to hit a championship-clincher in the NBA Finals or an Easter-themed one that barely has any significance, the choice is clear. Make them general releases or keep them limited, just don’t let them go.
Fourth Of July/USA (Only In FIBA/Olympic Years)
Patriotic-themed kicks are going to take on a whole new meaning over the next few years so Nike needs to be careful and make sure they don’t become the official shoe of the alt-right or some other jackass movement. Without a FIBA and Olympic tournament to support, passing on USA signature shoes this year could send a message that resonates beyond just what a sneakerhread might wear on the Fourth.
Summer (Go)
An interesting direction Nike could take during the summer are region exclusives that play up the various summer leagues that they sponsor, like The Drew League in Los Angeles. Drop a black and gold Nike PG 1 PE that’s only available during gametime at King Drew and that’s sure to create excitement, although the logistics of that might be too crazy considering how big a summer league gym typically is.
Halloween (Foamposite Only)
Last year’s candy corn Foamposite was actually pretty god, but thank goodness Nike didn’t bother to make a version in adult sizes. It might be something the NBA considers building since the season seems to start earlier and earlier each year, but Nike should probably stick to making hot Opening Night kicks while making the Halloween-themed Foams something the kids can actually call their own.
Opening Night (Go)
This past Opening Night we saw Battle Grey versions of Nike Kyrie 2, Nike LeBron Soldier 10 and Nike KD 9. That number will grow even more next season with the PG 1 or 2 joining the fray so establishing the NBA’s debut week as grey and gold season might not be such a bad idea. As long as Kobe’s Prelude Pack gets credit for it.
Christmas (Stay)
To be honest, the only memorable Christmas Day kicks came from Mamba’s arsenal. He made Christmas Day his own personal showcase with the Chaos and Grinch sneakers and no other Nike athlete has been able to even come close to replicate Mamba’s prolonged dominance on the 25th on December.
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