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How Nike Ran Off Course

The American sportswear giant is experiencing its worst slump in a decade. New competition is part of the problem but according to industry insiders and athletes, many of Nike’s wounds are self-inflicted: the results of disruptive restructurings, stalled innovation and uninspiring marketing.
Devin Booker holding his signature Nike shoe
Nike's initial release of Devin Booker's debut signature basketball shoe was criticised both by fans and by the NBA star himself. (Instagram/UNKNWN)
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BoF PROFESSIONAL

It’s fair to say the launch of the Book 1, Nike’s latest basketball shoe and NBA star Devin Booker’s first signature sneaker, was a botched job. Fans ridiculed that the first release of 500 sneakers took place in Miami, on the other side of the country from where the Phoenix Suns guard played. Then came criticism of the shoe itself: Many called its colourways limited and unoriginal, saying it looked like a casual sneaker rather than one designed for a professional athlete.

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Further Reading

Nike’s Complex Relationship With Wholesale, Explained

The sportswear giant is quietly returning to third-party stores six years after it first announced a pivot toward direct channels. But this isn’t a reversal of priorities as much as it is an evolution of Nike’s distribution strategy, analysts say.

How Hoka Fends Off the Imitators

The brand’s quirky running sneakers are no longer a novelty as rivals like Nike, Adidas and On launch similar styles. Yet sales continue to soar as consumers embrace its winning formula of comfort, versatility and unconventional looks.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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