A quick look at Nike’s February sneaker release calendar led to some very interesting discoveries. Let me give you a breakdown of several key sneakers that were released between February the 1st and the 15th and their secondary market value.
Air Jordan 10 Super Bowl, Released on February the 1st ( sold out via retail), suggested retail price: $190
Estimated Profit based on its $190 suggested retail price
StockX: Minimum profit $72 and Max $117 Turnaround ( 1 day)
eBay: Minimum profit $99 and Max $149 Turnaround ( 0-14 days)
Air Jordan 1 Mid Disco Ball, Released on February the 1st ( sold out via Retail) suggested retail price: $125
The most frequent sizes sold were the women’s 8, and 8.5’s ( they accounted for almost 63% of the sales recorded). The average sale price on sizes 8 and 8.5’s was about $327 and most other sizes were in the low $200’s.
Nike Dunk Low Plum, Released on February the 7th ( sold out via retail) suggested retail price: $110
It’s average resale value was $279 ( which is about 117% above its retail value. Most of the values fall within the [ $250-$270] price range.
Air Jordan 1 High 85 Varsity Red, released on February the 8th, ( sold out via Retail) suggested retail price: $200
The overall average price of the shoe was about $781 ( for a 234.9% markup). One of the best shoes for resale purposes.
Nike Lebron 7 All Star, released on February the 7th, ( sold out via most Retail stores), suggested retail price: $200
When I initially wrote my post, there was no records to accurately predict how the shoe was going to perform in the secondary market, but as of today it currently has a $237 resale value.
Air Jordan 1 New Beginnings Pack, released on February the 12th ( sold out via Retail), suggested Retail Price: $350
The shoe costs about $350 before tax and roughly $371 after tax, so without the irregular values ( outliers), folks were looking $636 return on your investment, basically a 171% markup.
Air Jordan 1 UNC To Chicago, released on February the 14th, ( sold out via Retail), suggested retail price: $170
The markup was about 14% for profits ranging from $20-$25.
Off White Air Jordan 5, released on February the 15th (sold out via Retail), suggested retail price: $225
The markups were about 644.5% to 650% , this was probably the best shoe for resale purposes in February.
All the shoes above were a “Win” for retailers, now let’s juxtapose the first couple of weeks of the month of February to the whole month of January.
January notable sneakers:
Air Jordan 13 Reverse He Got Game, Released on January the 11th, ( still sitting in Stores), retail price: $190
The shoe has a current resale value under retail ( $178),with a negative markup ( -16%)
Air Jordan 1 High OG Black Satin, released on January the 18th, ( still sitting in stores), retail price: $170
Its current secondary market value is in the low $140’s, a negative markup (-11%).
Nike Zoom Freak 1 Multi, released on January the 10th, ( still sitting in stores), retail price: $110
current secondary market value is in the low $100’s , a negative markup ( -1%)
Air Max 1 DNA, released on January the 22nd, ( scattered sizes available via Retail), retail price: $130
current secondary market value falls within the $160-$170 range for a positive markup ( 16%).
Air Huarache DNA, released on January the 22nd, ( scattered sizes available via Retail), retail price: $110
current secondary market value falls within the $100-$120 range for a negative markup ( -10%)
Air Jordan 9 Racer Blue, released on January the 25th, ( still sitting in stores), retail price: $190
Current secondary market value falls within the $160-$170 range for a negative markup ( -5%)
Nike Dunk SB High P Rod, released on January the 21st, ( soldout), Retail price: $125
Current secondary market value in the low $170’s, positive markup ( 17%)
Other notable sneakers that dropped in the month of January were the Jordan 4 Black Cat ( overall great shoe for retailers, still available), the Lebron 17 “I promise” ( still sitting in stores), air foamposite one Lava ( still sitting in stores). When we consider January lineup, there are only two sneakers ( the Prod Sb and the AM1 DNA) that have a positive markup. A negative markup doesn’t necessarily mean that the shoe isn’t performing well via retail, but it is certainly an indication that its shelf live will be longer than expected, which isn’t good for retailers.
I juxtaposed both months to show you that Nike can easily revive retail, all the brand has to do is stick with the Edit To Amplify campaign and release the right shoe ( the one that the consumer wants) on the market, and that’ll be a win for retailers. The month of February marks the beginning of the tax season. So we can can confidently say that February’s release calendar was definitely built with consumers’s refunds in mind. In order to stimulate better sales, Nike must also reshape its calendar through the lens of retailers. But that is going to happen since the brand has been actually planning on doing away with its wholesale distribution channel via DTC. So we are back to square one. Retailers are heavily dependent on Nike’s products and their lack of aggression continues to be their Achilles heel. By the grace of the Living God, I wrote a post in which I provided some practical things retailers can do to weather the storm, see link below
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