#KofBestOf2015: At The End Of The Day, Jordan Brand Stays Winning

Yeah, you read that right. It reads “At The End Of The Day, Jordan Brand Stays Winning”. Some of you are probably thinking to yourself:

With Jordan retros sitting on shelves and adidas and Kanye hogging up the spotlight with their Yeezy/Boost releases, many of you feel like 2015 was the year of the Three Stripes. Granted, adidas did have one of the best shoes of the year, and the whole Yeezy line had a hell of an introductory year as well, but at the end of they day adidas is still playing second fiddle.

Women lie. Men lie. Numbers don’t.

Do not let the retros sitting on the shelves fool you. There is a reason why Jordan Brand is a multi-billion dollar company and continues to be the financial juggernaut that it is. As much as we hate to admit it, 99.9% of the time Jordan Brand knows exactly what they’re doing.

SO WHY ARE JORDAN BRAND RETROS SITTING ON SHELVES?

It’s simple: Jordan Brand wants to take control of the entire market. How do they do that? By mass producing the supply in demand. In doing so, Jordan Brand accomplishes two things.
1.They make more money (since they are moving a lot units at a higher retail price)
2. They effectively get rid of the reseller issue we’ve been having over the last couple of years.

Admittedly, one major factor that has also caused Jordan retros to sit on shelves is the $190+ price tag attached to them. A lot of people simply can’t continue to drop that kind of money on a week to week basis. To be brutally honest though, there are still a huge number of people that feel like the $15-$20 price hike is literally a small price to pay to get a pair they really need want. So as long as there as people who are willing to pay the retail price, Jordan Brand will continue to deliver.

Another issue that may end up taking care of itself if Jordan Brand continues to release a substantial amount of sneakers: It gets rid of the consumer who buys sneakers simply because they see it as a “trend” or the “cool” thing to do (hypebeast?). These same people will now see the shoes they “love” continue to sit on shelves, and being that they’re much easier to obtain, that may end up moving on to the next big exclusive trend (whatever that may be). In return, this will give people who have a genuine love and passion for those same sneakers a better opportunity at obtaining a pair. Take for example the Air Jordan 11 72-10. In my opinion, it was a beautiful pair of 11s that had a dope back story to them. Jordan Brand decided to make the shoe very accessible to everyone who wanted a pair. Since a lot of people we’re able to get a pair, there’s many of you out there who feel like the shoe depreciated in value since a lot of people were able to get them. Personally, I truly do not understand the concept behind that theory. Anyways, the shoe was mass produced and eventually sold. What we failed to acknowledge is that the shoe sold very well at $220 a pop. If that’s not winning, I don’t know what is. $$$.

Another topic worth going over is the exclusivity that some feel Jordan Brand will lose by making their releases much more accessible. Like I mentioned above, Jordan Brand knows what they’re doing. Sure, they’re going to continue to make enough GRs to please the masses that want a pair. What we also need to understand though, is that they will continue to drop that limited release that people people will go crazy over. The Air Jordan 1 Shattered Backboard, the OVO x Air Jordan 10, the PSNY x Air Jordan 12, the Just Don x Air Jordan 2, the Supreme x Air Jordan 5. All these releases will have the hypebeasts and resellers crawling out of the woodworks looking to get a piece of the pie. These releases and the people going after them will continue to give the brand the hype they’re looking for. There’s nothing better than free marketing, right?

The retail price of the shoe may prevent some people from buying the large supply of retros, but Jordan Brand’s target audience is so big that if one person is not able to afford that pair, there’s another person waiting in line who will eventually get that same pair. Jordan Brand is truly winning on all sides, and if they continue to have it their way I don’t see that changing anytime soon.

2015 may be the year of adidas. But don’t get it misconstrued, Jordan Brand is making their moves in silence.

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