- I start this post out by saying that I think the shoe is cool. I missed out on a pair on auction a few years back for $8 and have been somewhat regretting it ever since And this looks like it’s going to be a huge release. And I’m glad longstanding holdouts like @sneakerpreservationsociety and others are finally getting to see their favorites re-released. Lord knows I’ve had my fair share of holdouts (and NONE of them took as long as this one did).
My first thought seeing that ad campaign was…“what is the point of that?”
And, yeah, I know that’s an overreaction based on little more than my own personal feelings, but it’s made me think of Nike at this point in our collective history…Like does Nike actually *need* to market these? Anyone with half a brain can all but guarantee these are going to sell out on release day. And then the subsequent collaborations will likely also command hefty resale prices. So why did Nike really need this marketing campaign? Was the purpose to further hype up an already hyped shoe? Was the purpose to stoke that fire in us to remind the vast majority of us that we are going to 'miss out'?
It seems like there was a point where marketing helped sell a product that a company needed help in selling. But what is it called when a company is over-marketing a product that everybody knows will already sell out?
Speaking of which…do they actually market Jordans any more? Do they actually market new models? Or is it all just about putting their marketing dollars where they know things are going to sell out…?
I took something like 60+ classes in college for a business degree - I never took a marketing class in my life (and it shows - I’ve got over 30 original product lines on my website and haven’t even mentioned them in several weeks) - so I guess the question I’m asking is - what am I missing here? Is there a word for this type of marketing? This feels more like FOMO marketing than it is actual product marketing…
(Loving this new Adobe AI feature btw)