Carmelo Anthony and Chris Paul have a large mass appeal and both are Jordan brand signees, but neither one has been able to successfully convert their fan base into loyal buyers of their signature shoes. Nike CEO Mark Parker has been preaching the Edit To Amplify for quite some time now and we are beginning to see the campaign being implemented. Basically the Edit To Amplify aims to do away with products that do not work and Melo’s signature shoes fall right in that category. Jordan hybrids have always been perceived as the “poor man Retro” and are usually shunned by the masses. Melo’s sneakers were retailing between $110 to $130 and I have yet to see any of them sell out in stores. They often ended up at outlets and marked down to as low as 50% to 70% of their initial retail price in some locations.
My suggestion for Jordan Brand would be to create more PE’s for players like Melo and CP3 and make them available to the general public. That will definitely be a better strategy; the Air Jordan 2 Melo PE and the Jordan 12 Melo PE received both a warm welcome from in the sneaker community. They both sold well and so did Chris Paul PE’s like the Air Jordan 13 PE “CP3”. Signature shoes with a Jumpman slapped on them carry a complex of inferiority that can hardly be shaken off. I guarantee you Chris Paul signature shoes will also be discontinued in the months to come.
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