I was writing a post earlier this morning in an attempt to figure out how many pairs of the Melo 13’s class of 2002 were produced. I had to check to see what retailers were getting the shoes and to my surprise only Footlocker, Finishline, Hibbetts and Nike had them listed on their release calendar. But on the same date ( september the 15th), DTLR, Ruvilla, Shoepalace, KicksUSA have three pairs of the Jordan 18 in bright but awful colors listed on their release calendar. You can clearly see in the title that I called those Retro 18’s garbage; now don’t get me wrong the Jordan 18 is one of my favorite silhouette but certain colorways just don’t cut it for many consumers and those orange, bright yellow and racer blue 18’s are guaranteed to have an eternity of a shelf life. Nike should’ve never made those iterations and the worse part is that the brand chose to give them to minor retailers that are already struggling to move more conservative colorways. There is a subtle hidden bias that we all can recognize there- Footlocker gets prioritized over any other retailer. Someone will argue with me and claim that the Air Jordan 12 international flight didn’t make it into Footlocker stores but many of us tend to forget that Footaction is a derivative of FTL which consequently means that FTL did get the shoes. What’s my point for writing this post? Nike controls everything, not only is the brand in direct competition with its distributors, it also controls the competition among the distributors themselves. minor retailers will continue to have a hard time moving their inventory for reasons that Chris from ARCH and I have mentioned in several of our previous posts, refer to the links below if you want to read about it.
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