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Archive for the ‘Shoes’ Category

Bidding to restore some luster to its showcase sub-brand, Nike is cutting retail distribution of its Jordan brand footwear in half beginning with the critical back-to-school selling season, with new ads due in July.

Jordan brand chief Larry Miller said that while sales of the latest Air Jordan XV sneaker have exceeded expectations, “We’ve been riding the brand pretty hard for awhile, because regardless of the state of the market, Jordan is a constant. Now we want to get back to the days when people stood in line for the product.”

Nike and every athletic shoe brand has suffered from a glut of models and retailers. While marketers generally have cleaned up excess inventory, the problem of too many stores persists–especially in malls, producing a sales environment that only competes on price.

Nike also plans to expand its apparel into non-shoe accounts, such as department stores and urban outlets. “The idea is to have a look that’s a mix of authentic athletic and style’ said Miller.

Spending levels will stay consistent at $12 million, as will creative, which casts Jordan in a more supervisory role to better showcase active endorsers like Eddie Jones, Randy Moss and Derek Jeter.
“We will always use Michael but we cant really show him slam dunking anymore,” said Miller.

With prices ranging from $70 to $80 for the standard white or black Nike Air Force One and up to $300 for customized colors and logos this modest shoe has continued to hold a market share ever since.

Corresponding with the release and growth in popularity of the Nike Air Force One shoes was the growth of the Hip Hop movement and the growing popularity of Hip Hop clothing. Hip-hop fashion had begun to gain a foothold in the late seventies and continued to climb as a major culture and fashion through out the eighties. Marked by clothing with a distinctly African American influence the early Hip Hop fashion included the wearing of large glasses, gold necklaces, rings on many fingers, oversized clothing in pallets of red, black and green and an emphasis on brand name footwear that was comfortable and reflective of personal style.

The Nike Air Force Ones became very popular as a brand of footwear within the Hip Hop fashion culture. Bright colored with over sized laces, or white sneakers peaking out from under overlong pants Nike Air Force Ones maintained their hold on the Hip Hop market through the late eighties, nineties and continue to hold a strong place now. Whether high top, low cut or standard height these shoes that were once mostly for sporting uses are now a casual wear footwear seen on the streets and in the classroom as well as on the basketball court.
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The Air Force 1 shoe is a product of Nike, Inc. which was released in 1982. The Air Force 1 was the first Nike basketball shoe to use the Nike Air technology. The name is a reference to Air Force One, the plane that carries the President of the United States. The shoe was popular in the early 1980s and then again in the late 1990s and early 2000s. These shoes are one of the most popular and sought after items in cities and many suburban areas. Due to their popularity, Air Force 1s are custom made by people and sold online – websites such as www.fashionfreakers.com. Customizers change the colors of different parts of the shoe like the swoosh, heel, toe, bottom on request. The shoes are also made with different colors for special occasions such as the Olympic Games and released in colors commemorating regions such as Puerto Rico, New York City, Detroit “D-Town”, and the West Indies. Some music industry members such as Roc-A-Fella Records and some athletes such as Lebron James have their own special versions made by Nike. There is also one active NBA player to play in them on a daily basis – Rasheed Wallace, who played his whole career in AF1`s High Tops. Sheed in his AF1`s The rapper Nelly made a song called “Air Force Ones”
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