For those who aren’t aware of it, Nike’s investor day was yesterday, Wednesday October 26th and my good friend Chris from ARCH wrote an extensive report about it, you can read it in the article below. I know you guys have probably heard me mention the Nike DTC ( Direct To Consumer ) campaign in many of my recent posts, and today won’t be the last time I bring it up. The brand is definitely implementing the DTC and every thing on their website is pointing to it.
This is the very first time I see a “Where To Buy These Shoes” on Nike’s website. The site usually never directly puts it in those terms. Most of the time, it’s a presentation of the product followed by a Nike’s link ( SNKRS app) of the particular commodity and a date when it can be purchased. What Nike is doing now is disrupting all the sneaker blogs out there whose traffic is dependent on providing information such as ” Where to purchase an upcoming product”. Nike is the world’s leading sneaker brand and the majority of the information shared on those sites is centered around Nike’s sneakers. If Nike can reach the consumer directly by blogging about the same information shared on those sites, why wouldn’t the brand do that? Guess what: that’s exactly what is taking place at the moment. Retailers who rely on affiliates to sell their products should be extremely worried about this, and likewise affiliates who depend on Nike’s products to make a living should definitely look for an exit. I’m thinking by the end of 2018, many sneaker blogs will experience a decrease in traffic; Nike has started something and I believe other sneaker brands will follow suit.
Some of you are probably thinking: get to the point, where can I get the Nike X Virgil Abloh The Ten.. Here it is
A Ma Maniere
Atmos Sports Lab
Comme des Garçons
Dover Street Market
One Block Down
The Broken Arm
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