Nike this weekend is re-releasing the Air Jordan 1 Chicago. Pictured, a vintage 1985 pair in the Rares collection.

Nike will release the Air Jordan 1 Chicago “Lost and Found” on November 19.
The company will likely release more pairs than usual to make them available to more customers.
The launch is the latest test of Nike’s efforts to rebuild trust with sneaker collectors.

Nike knows sneaker collectors are frustrated. 

For years, the company’s most-hyped shoes have too often been snapped up by resellers who use computer programs, better known as bots, or backdoored by sneaker boutiques that it partners with.

The Air Jordan 1 Chicago “Lost and Found,” which will be released November 19, is the latest and biggest test of Nike’s work to make drops more fair. In line with its ongoing efforts, Nike’s already given some die-hard fans early access to the shoe, will likely release more pairs than usual, and recently announced plans to crack down on resellers who buy multiple pairs of the same shoe on its app and website. 

Thousands of sneakerheads will likely be left empty-handed this weekend because of high consumer demand for the classic colorway. Still, analysts said the company’s work to make drops more fair is starting to pay dividends.

“For so many years, if Nike was doing anything to solve unfairness or if they even recognized that it was an issue that needed solving, there was no transparency or acknowledgment to the consumer that was the case,” said Dylan Dittrich, the head of research at Altan Insights and the author of the book “Sneakonomic Growth,” which tracks the growth of sneakers as an asset class. “Not everyone will hit on every product. But the process isn’t quite as much of a black box as it used to be, and in terms of perception, there was really nowhere to go but up.”

Nike’s CEO John Donahoe acknowledged in a March 2021 internal meeting that Nike had a problem with consumer trust, despite years of work by the company to defeat the bots that snap up limited-edition products. 

“We’ve been working on anti-bot technology for the last several years,” Donahoe said, according to an account of the meeting published by Complex. “That is part of the solution, but we need to double down our efforts.”

Criticism of how Nike releases sneakers spiked last year after the son of a former Nike vice president, Ann Hebert (now Freeman), was …read more

Source:: Business Insider

      

Nike is about to face its biggest test as sneakerheads pounce on the new ‘Lost and Found’ Jordan 1, and the brand tries to rebuild trust with fans

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