If you don’t believe that Nike controls both the retail and the resale market, I will advise you to rethink that again. In the last 8 days, I conducted a very micro experiment that has wider ramifications. The Nike Air Raid released in its OG colorway, the black, grey and white one and it ended up being my fastest selling shoe of the past 6 months. I was actually very astonished with the rate at which the shoe sold. I spotted them on a DTLR shelf on October the 4th and took a couple of shots of it. I listed the shoe for sale on a third party marketplace at $189.99 ( that’s about a 28% mark up) and sold about about 3 pairs within the first 24 hours, see image below
Then I bumped the price to almost $200 ( used the old $199 trick ) and sold another 3 pairs the next day and 2 additional pairs within the following 48 hours ( that’s about a 34% mark up), see image below
Why am I giving you all these details and saying all this? First you need to understand some of the principles that govern the way I run my resale gig ( yes it’s a hustle, it isn’t a business); under normal circumstances a shoe like the Air Raid wouldn’t make it to my virtual shop, that’s because I don’t waste my time with dust collectors. If you wonder why the Nike Air Raid OG falls under the category of a dust collector is because when it rereleased in 2014, its sales’ performance was so atrocious that I didn’t even want to pay the $69.99 discounted price for it when I found them at the outlet in that year. So the big question is this ? What caused this shoe to be all of a sudden a desired rarity ? Tell me how a shoe that tanked in 2014 gets a revival and performs this well both on the retail and the resale market ( reselling at a 30+% mark up) 6 years later.
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