Nike has unloaded their NBA All Star Collection yesterday and all I could think of is Adidas. Nike is using the element of surprise subtly and it is working, the consumer has no clue what the brand is up to and it’s a brilliant strategy. Adidas on the other hand made a colossal mistake by prematurely giving the whole sneaker world a preview of their latest collection scheduled to drop in the Fall. Moreover Adidas isn’t really doing anything to counter Nike’s ongoing onslaught. The only notable basketball shoe Adidas has brought into the battle is the Bape Dame 4. I will love to see how Nike’s strategy pans out by the end of the year, are folks still going to talk about Adidas surpassing Jordan Brand? I’ve written more Nike’s posts than Adidas’s posts in the past couple of days. What is that telling you? Nike is dominating.
Here is the 2018 Nike NBA All Star Collection
First row, from left: Kobe Protro x Undefeated, LeBron x KITH, KDX ASW, Kyrie 4 ASW and PG2 ASW. Second row: 90/10 Pack. Third row, from left: Nike x RT Air Force 1 Hi, Air Zoom Generation, Air Foamposite One XX QS and Nike x RT Air Force 1 Hi .
My favorite shoe out of the entire collection is the Kobe Protro x Undefeated. The camo upper did it for me.
Have you noticed how complex the buying process has become as of late. I went and checked the nike.com/la site and basically Nike is indirectly forcing the consumer to play by their rules. What I mean is the brand is making it nearly impossible to buy their merchandise without downloading the “Nike APP” and signing up for the “MAKERS OF THE GAME” event. We are really seeing the effects of Nike’s CDO ( Consumer Direct Offense). The middlemen ( wholesale distribution channels=retailers) are slowly disappearing.