I was trying to write a couple of projection posts for the month of February and I got disgusted with the release calendar I came across. I actually decided to put my findings in a histogram to show you the disparity that exists between Nike and other brands as far as notable releases are concerned. As a matter of fact, Nike not only has an edge on sneaker culture related shoes but the brand also dominates when it comes to irrelevant sneakers ( when I say irrelevant I’m referring to those sneakerheads aren’t as interested in). Check the histograms below; for the sake of keeping my sanity I’ll only consider Nike, Adidas, New Balance and Under Armour in terms of sneakerhead related shoes and I’m only looking at the first nine days of February.
I was very generous to some brands when I was collecting my data. If we add all the number of notable sneakers released together, we get a total of 61 pairs of shoes ( that’s just for the first nine days of February).
Nike alone accounts for 62.30% of that number, Adidas gets 21.31%, New Balance ( 13.11%) and Under Armour at the tail with 3.28%. The only two notable sneakers coming from UA are the Curry 6’s in two separate colorways. UA has done no campaign whatsoever that I know of for this model and it’s going against Jordan retros and Nike basketball sneakers ( the BHM and the All Star Week models). I’m not sure how UA expects to go toe to toe with Nike when little campaigning has been done to promote the Curry 6. I don’t think Adidas is going to struggle with moving the units that are being released in early February. Why? Because every model being introduced is either a collaboration i.e. The Bape Ultraboost ( 2 models) and The Game of Thrones edition; and the non-collab models are the FutureCraft 4D versions that have a very high resale value on third party marketplaces.
This first 9 days of February will definitely be advantageous to retailers for several reasons. We are entering the Tax return season when consumers buy impulsively; and I’ve already mentioned in the paragraph above that most Nike shoes being introduced are themed after BHM ( Black History Month) and the AS ( All Star Week End) and they are highly coveted so retailers will witness a bump in foot traffic and sales in early February. I’ve already written a couple of projection posts for some of the Nike sneakers I mentioned, see post below