Kith just announced on its website and via Instagram that their Manhattan store will be releasing the Air Jordan 6 Black Infrared on February the 1st. The actual official release date of the Infrared 6 was February the 16th, here is a portion of the post I extracted from Kith’s website
Kith presents an editorial for the Nike Air Jordan VI Infrared Collection. With a storied legacy, the Air Jordan VI Infrared has cemented itself as one of the most iconic sneakers of all time. Dating back to Michael Jordan wearing them to win his first NBA Championship in 1991, this model has stood the test of time with a lifestyle crossover. This 2019 Retro comes complete with all of the OG details, including embroidered Nike Air logos on the heels and reflective 3M underlays.Releasing with the Jordan VI is a capsule collection of apparel that fuses retro styling with modern technology. Styles include a retro nylon windbreaker and basketball short, fleece hoodies, and a waterproof Gore-Tex rain jacket. Kith will launch the Air Jordan VI Infrared and accompanying collection with a worldwide exclusive launch date of this Friday, February 1st, at our Kith Manhattan flagship store, alongside a special installation.
Nike usually does this kind of event with major retailers like Footlocker and its derivatives ( FTA, Champs). But the brand is clearly moving into a new direction by aligning itself with more boutiques like KITH. Instead of repeating myself , I’ll include an excerpt from a post I wrote about a year ago in which I made the following statement,
Nike’s overall plan is becoming more clear every time an exclusive shoe is released. Nike is trying to associate its brand with more elite sneaker boutiques that have a large influence in the sneaker community. Recently they have joined forces with Ronnie Fieg and created a store together in Manhattan. Why is it so ? They are trying to recreate the feeling of exclusivity and KITH , Supreme and stores of the like of these two are known for their exclusivity. Thee wholesale distribution channels no longer carry a sense of uniqueness so Nike is compelled to recreate its image via elite sneaker boutiques
So this is the just another proof that Nike’s CDO is going to continue to get larger as time progresses. Smaller chains/retailers will progressively lose their ground to boutiques like Kith, Supreme and even thrid party marketplaces if they fail to create a new structure that can be sustainable.. I briefly touched on it in a post I wrote a couple of weeks ago, see link below