One of the key takeaways from Nike, Inc.’s Fiscal 2018 Second Quarter reports was Nike brand president Trevor Edwards’ statements regarding Air Jordan product next year. Jordan Brand, which saw its U.S. market share ranking taken away by adidas, didn’t quite meet expectations as many of their products hit the sales racks. Demand of Jordan Retros have fallen since production has been ramped up to meet revenue goals, but the lack of scarcity has had a serious effect to the point where the product is considered common, which results in several styles sitting on shelves and hitting sales racks. Edwards states “we want to keep Jordan icons coveted and special, which is why we are proactively managing the exclusivity of specific iconic styles”, which means the brand is taking concerted efforts to maintaining the “exclusive” allure around its once-covered Jordan Retros.
Theoretically, less product could spell out higher demand of the product, but simple (and obvious) math tells us that selling less pairs means less revenue for the company. This poses a challenge for growth goals, especially with many of Jordan Brand’s non-Retro product struggling to hit the right notes with consumers. In conclusion, “iconic styles” will be considerably more limited, and we can only presume that the more popular models such as the Air Jordan 3, 4, 6, and 11 will be produced in smaller numbers. The Air Jordan 1, however, will continue its push as a mainstay model, similar to what the Air Force 1 is to Nike.