Why Nike Is Dying... 

Nike made 51.5 billion dollars in 2023 almost 10% up from 2022. I think it is purely an online hype standpoint of Nike dying 😂

nothing needs to change. reselling is a plague. nike have released so many dope pairs that flew under the radar because there was no hype. good, keep it that way. finally real sneakerheads have access to real sneakers again.

Nike is most definitely not dying. They will adjust to current market conditions and be just fine. Nike's success is not dependent on the resale market.

I think Nike is correctly settling where it should be in the market space. For the lasts few years, Nike has skyrocketed due to hypebeasts and resellers propping the perceived value of Nike/Jordan merchandise. But now Nike is starting to slowly become what it was and has been, just another sports brand who had a standout athlete. With bad QC on their shoes (including Jordans), and limiting shoe stock on models that they know will be popular to generate fake scarcity, you start to jade the loyal consumer base that kept you going before the hype. There are a lot less Nike/Jordan sneakerheads and more hype/resellers in that space instead. Once the hype and money are gone, then you get what Nike is becoming now.

Reselling caused an economic bubble that eventually popped and the blame is on both resellers and companies like Nike who made this possible in the first place. Now sneakers are coming back to what they should always be: stuff for the people, easily accessible to everyone who wants em

My problem I have with Nike being the fact that I buy/bought their products is, the QUALITY is cheap and TERRIBLE. Also “Hyped” shoes with no real reason why the shoe is hype besides the persons name behind it

For me Nike has just continued to be sort of a sketchy company. It’s also clear that they don’t care about quality of shoes yet charge high prices

I’m super happy with all the discounts and under retail resales. Reselling at twice or more the price is complete BS. I was able to secure a pair of 1s and 3s that normally felt impossible to get. Bottom line is Nike is able to discount their shoes because they are already over pricing (especially when considering quality control) & resellers not being able to resale already over priced shoes is a fkn prize for the consumer.

Nike is never going to die its the most popular brand in the world

Nike is an absolutely massive company and the economy is overall down right now, they will bounce back and these struggles aren't exclusive to just Nike.

Love your new background. And this was a great story/topic which has not been told like this before. So big ups for that! 👍🏿

Maybe if they give the people what they want (og color ways, better quality, stopping resellers,and innovation). And on another note they need to stop inflating prices without upgrading the quality. 215 for 4’s is absurd. And even if you can afford em resellers and their bots take everything, and the common buyer cant get em on release date.

There are some good Nike shoes out there but for the most part Nike sucks for innovation and inspiration. I love that, though not always “hype” or sometimes just sit there, Adidas takes some great risks with both materials and designs that Nike would never. I love my Adidas Sully/monster inc shoes or the new AE1’s.

Nike is not dying. During the pandemic everyone had lots of extra money to spend, and cost was low. Now we are on the brink of recession, and the prices of everything is double what it was a year ago, and job wages have not been regulated to reflect the inflation. So people have less money to spend. The first thing that's going to stop selling, is things that are hobby or collection related. They are not a necessity. Maybe all these shoe scammers who bought every pair they could get their grubby hand on, shouldn't have been so greedy. The average buyer couldn't buy a pair of shoes they wanted from Nike or other companies for a long time. It left a lot of us regular sneaker fans disgusted. It serves them right if they are getting stuck with tons of over priced shoes they can't get rid of now.

very good video ... more video of this kind of insider, industry story and happening please

My main issue with Nike lately is how fashion-conservative their lifestyle sneakers are. The last Nike sneaker release that genuinely excited me was the Terraforma. I’d love to see Nike collaborate more with fashion brands along the lines of Adidas x Mr Bailey, Converse x Darkshadow etc.

They’re laying off work force because of automation 2% is relatively low compared to most companies their size right now

Awesome video my man. Your efforts are appreciated.

Nike should have made the sneakers available in the first place and reacted fast to the online bot problem. The whole hype thing with AF1’s and Dunks was fed by deliberately making supply of each colour way hard to get and therefore inflate the price and create fake demand. Reselling on one off small scale say 1 to 5 pairs of really exclusive sneakers isn’t too bad but when that’s your whole business, then that’s scummy imo because retailers are your original resellers. they have an RRP but could sell for over that if they wanted. But reselling on top of retail RRP shrinks the market where only a select few can afford the product. Then consumers just look elsewhere like New Balance etc.

Nike isn't dying at all. They couldn't care less if resellers exist or not, they get the same amount of money from selling to the general public. Just look at the J4 Breds they could have made the double of pairs and they would still sell out. Collectors will still buy the shoes if they want them. Even at low prices, Nike's margin of profit is so huge that they would have to be selling the shoes for 50$ or less to actually lose money. The only people getting affected are resellers and that is a good thing.

Really enjoyed this video and the content… Think this is a good evolution for the channel and it’s success. Less of the hype beast pandering, more about the industry happenings and deeper dives into the models, brands, etc…

Nike's partnership with Sacai was the last innovative collaboration, specifically the LD Waffle and Vaporwaffle. Most recent collabs with Nike were uninspiring and boring.

thanks man, I am using this video for my presentation about Nike and how they are dealing with major issues globally.

And I wish the Sneaker Community would distinguish the difference between Botters (resellers) and Resellers (without bots). Botters can make money despite the resell prices because they are selling in volume and not just one or two shoes at a time. Example: if they sell 50 shoes for only a $10 dollar profit, they just made $500 dollars and sold all their inventory. Then it's on to the next shoe release. Versus the Resellers (without bots), maybe only making $50 to $100 profit on each shoe. Of course I'm not talking about the Big Reseller that's backdooring because that's another story.

Well put. Good break down. I definitely agree.

The shoes are selling out and then sitting in reseller garages and that doesn't have anything to do with Nike's health as a company. If anything, the fact that resellers made it so hard to get any hype shoe for so long made the casual sneakerhead lose interest and start valuing other things. Resellers are going to end up hugging the hobby to death.

It's crazy that sneaker availability is killing the game. People begged for this and now nobody is buying? Proves consumers don't really know what they want. Also, notice no mention of reps. Is that crowd too niche now?

It's a catch 22 situation. Most Nike shoes sell out when Resellers purchase them and hold them, then sell them at higher prices. Once a shoe reaches over $300 dollars this causes the Sneaker Community to think this shoe is popular/hot, causing more people to want/buy the shoe. Most people want to flex and let everyone see them wearing a shoe worth $300 dollars and more even though they paid retail for them. They don't want to wear a shoe that's unpopular and going for under retail. That's why you don't see people wearing shoes from Walmart, lol.🤣

The only thing that needs to change is the amount of colourways Nike likes to pump out for each model. Take the J2, we had some cool collabs come out and some OG style colourways but then a load more that nobody asked for.

Nike isnt hurting, their profit is literally larger than their next two competitors combined and they always make a profit on every shoe sold, even if they hit the discount racks. Culture vultures came in during the pandemic because of the free money governments were handing out and they were saving more money from not going out and doing the things they were doing before the pandemic. The basic thing is, even though some shoes are dipping below retail on the resale market, someone is still paying for those shoes to resell and Nike is making a profit (even if the shoe is bought at warehouse prices). They are shedding parts of the workforce that were hired on during pandemic to keep up with demand.

GREAT CHANNEL BRO 😎

Good work Elliott

Can you make a review video on the black and white jordan 1 like show them on feet and stuff please

Nike is definitely not dying, but they could have gained more appreciation by customers, by increasing the production number of some of the OG/OG like releases. Not saying they should make 5 million pairs of BRED 4 reimagined, but could have made a bit more. 😅

More videos like this! 🔥🔥

Too many ppl. jumped on the Nike boom and now everyone was reselling and got into the game. Plus, Nike is just selling the same 7-9 shoes and coming out with different color ways. Doing that over and over made everyone sick of seeing the same shoes and now over saturated and no longer hard to find . Plus there are so many other brands to keep you busy. So they all put out more and more and took out the fun of having something only a few had. Bc everyone had something that was limited and hard to find. I have so many sneakers I don’t even wear and really how many sneakers do one need and how long can one keep collecting??? So like a thing, this trend has to stop eventually. The whole thing about trends is finding a new product and not buying the same company and shoes over and over and that gets old.

Last week i bought Anthracite Dunks with 50% discount for 60 in an official Nike Store. They are a nice colorway that would cost more than 200 in 2018/20. The problem it's the QC, the toe box fkn hurt my feet in left shoe

No one is really talking about this but the clothing lines were significantly better in terms of design and quality prior to 2020. Outside of the ACG line under Acronym founder Errolson Hugh, you had some really dope collabs from Sacai and Undercover, too. The first season of the ESC line was awesome too (too expensive but sales were big). Starting from 2021, everything just... changed. Hard to explain. The clothing and collabs were not hitting it for me. Lazy designs, reduced quality.

How if people stay selling out reto Jordans for 300 😂 and reselling does nothing for Nike because they only make money off of the retail price.

I dunno about all that, but Nike keep spamming so many of the same shoes with the slightest difference between em. How is that a good look ??

What kinda hat you rocking? it's sick asf!

Nike will go down because of these prices,thats for sure.And long with that comes crap quality control and craftmanship

Space hippies were something else. I got to buy a pair but I really saw a lot of innovation there.

3:55 *2019

Anyone know where his jacket from ?

Indeed, it seems the days of instant sell-outs and skyrocketing resale prices for Nike sneakers are gone. I believe there is a combination of factors at play. Firstly, Nike has upped the production numbers for many releases, making them more readily available. Secondly, with inflation hitting wallets worldwide, consumers might be prioritising essential household items over splurging on limited-edition sneakers. This shift in consumer behaviour, coupled with Nike's new strategy, is leading to a more balanced market where sneakers are easier to acquire at their retail price.

The hype around Nike is not as present as it was a few years ago but Nike and Jordan are top two shoes by a huge margin

U can’t get TS for retail so that contradicts your argument and by the looks of it never will. The sneaker game always goes through different hypes, Nike taking a bit of a back seat that’s all.

Honestly really miss the release time of React foam. Felt like Boost was gonna finally be dethroned and was a fun fight to see.

Only people complaining about the market are resellers. Sounds like a good thing to me

Thanks for letting me know bought 3 pairs of dunks to absolutely thrash skating and deprive you sneakerknobs from the resale.

I’m glad it’s finally happening cause $5000 for shoes is crazy

I used to like nike but it's always the same design with different color ways..nothing but over priced flash appeal that doesn't last and is beyond uncomfortable.

Nike is doing just fine. Hypebeasts that are heavily fixated on reselling are saying this because of the overproduction of inventory that Nike is currently fixing.

Resselers are daying… not Nike🤷🏻‍♂️🤷🏻‍♂️🤷🏻‍♂️

This was and will always happen with anything carrying hype or popularity. It eventually fades and moves on - i think resellers pricing shows at £30k etc is destroying their own field. Nikes profits are up so no fear there!

I'm very confused. Basically, the resell market is dying. So that's where you get if it's worth it or not.?

Remember when adidas had a nice run? With boost. Now it's NB that has similar run. That's why Nikes are not selling nowadays.

CEO prioritized short term gains, the company needs to define its long term strategic vision. New CEO, yeah, he wants to boost performance rapidly to secure his position for some time.

All Nike has to do is limit production of Air Jordan’s and Dunks and bam they are back on top Hype-wise…

Their main objective is to shut down the resellers market with their retro n reimagine

The company is definitely in a difficult situation. Let’s see what the future holds. At least for us its great they have to come up with a new strategy - and for now we can pick and choose what we want to buy (even on sale)

Nike, please retro the air zoom flight 98 aka the glove! Definitely a simple silhouette but a for sure staple. They will definitely sell out

I really do like being able to get a shoe without having to fight for it. There are times that you have to be aware, if the shoe is very popular but it is more of a relaxed buying situation that we have now. I am enjoying it while it lasts. 😃

In the watch world, swap Nike for Rolex and its not far off the same story over the last 5 years. What goes around, comes around and so in a few years, Nike will be on the up again. In the meantime, we can all just enjoy wearing sneakers, rather than worrying about the resale value.

The fact that I can actually buy sneakers for retail now is a blessing, then spending 500$ on a pair of Jordans.

What about the low quality of Nike products? Look at the Nike dunk, air force 1 etc. Trashy materials. I haven't bought a Nike pair since almost 5 years because of their cheap construction.

If Nike is dying then what was this past weekend with the bred selling out? For the most part in minutes. Wanted to add that pressure from external sources is great for markets. It means better products, innovation and should mean better prices.

Fire vidoes

just copped royal reimagineds for 100€. real snipe. i don't get why those are sitting since the leather is literally straight up better.

Nike brand is not dying😂, resell is dying for sure 😎

2029… is this guy living in the future?

I think Nike pricing peaked. I just bought some newly released tech fleece on sale. I think we will see more rebate sales and and more affordable prices.

Stop reselling crap, that's killing the hype

Hahah LOL, bro 2029 is still 5 years ahead, u crack me up

Nike dying because it doesn’t have resell 🤦🏻‍♂️

When you said organized crime I thought you were gonna talk about gangs members, and how I grew up in a place where they were the uniforme shoes of “maras” members, I still very much relate them to them… and still don’t by them 😂

the only people who champion reselling is resellers; resellers don't fill a gap in the market; they create that gap to make money. If resellers don't buy 15 shoes etc then people would easily buy the shoes they want a retail or lower. Resellers create fake hype to sell shoes for money. If resellers were selling some limited-edition vintage 15-year-old shoe, then fine but they are just buying up current shoes with the hope of making more money.

After having the BRED 3s for a week, I feel like I got caught up in the hype. I like the 2019s better. These are boring and overhyped.

How many times are they going to repaint their old shoes. This laziness is rampant in the toy industry and helps kill toy lines.

3:54 bro must be from the future…2029

You forgot to talk about the cost increase in Jordans. That alone has made Sneaker heads second guessing purchases.

People say they want innovation but no one buys them😂

Stay together in 1 thing guys DONT BUY ANY NIKE PRODUCT AGAIN ( i hate the company for many reason not their shoes😢)

“Veteran designers leaving” 😂😂😂 Nike top selling shoes are Jordan 1 and Dunks. What designers? I can just hire kids to colour on a sheet of paper and release a new colourway

Just got the brand new orange huf air max 1s Hughes scuff on the toe literally ripped threw the leather I am beyond upset and this is why I stay away from nike

nike is not dying i havr used nike air max , air zoom they are muvh comfortable , they are earning good money they will never die .

Nike is just fine they're still seeing a decent amount of profit, even with shoes sitting. If Nike sits all shoes sit,which we see. I've seen NB Made In USA on sale, and they never go on sale either. As popular as Asics is right now, most of their lineup is on sale. I do agree we need newer models. A change up from retros, but i also like this flooded market of retros. It kills the resale market, and i can walk into stores and buy what i want.

Resellers f*cked the game up and Nike allowed it. I’m. Im not a collector. I buy retro’s strictly for the nostalgia as my parents couldn’t afford to buy me some of my fave sneakers as a kid. When the average consumer can’t get their hands on their favorite sneakers because the reseller price is ridiculous it marks the beginning of the end of the market. The average consumer IS THE MARKET. F*ck them over and it’s just a matter of time before the market bottoms out.

The lack of creativity is arrogance that people will continue to shop there, I don't care for resellers because they're largely using bots and just trying to make money whereas some of us want to buy exclusives just to wear. Nike have to find a balance but not reason why they can have a separate side to the business to creative new and one for retro and classics

It’s not just Nike. Look at adidas. Always putting out the retro Stan smith. I’m so tired of seeing unlimited designs of the Stan smith

Damn were getting 31 models of dunk in 2029??😅

2029??

not true have you seen how many shoes go out of stock in the first five mins on snkrs?

In 2029?😂

I personally like the hype of the sneakers because after I wear them,I know I can still sell my shoes for a profit.

More resellers closing down and getting broke please😂🙏🏻

I'll revamp and revolutionize the nike website and app for 2.5 grand. The ceo doesn't have to do anything, they're just not paying attention to what the consumer experiences is like

The goat of sneaker content 🐐🐐

People wear dunks with no SB on them? Disgusting