Nike, Please Stop This Madness!

November 16, 2024

Nike just dropped LeBron's 22nd signature sneaker, the LeBron 22, and it’s everything we’ve come to expect: sleek, elegant, and versatile—designed for domination both on and off the court. One of its standout colorways, "Currency," draws inspiration from the iconic board game Monopoly. This bold design boasts vibrant hues and graphic motifs that celebrate LeBron's well-known love for Monopoly.

But here's where Nike lost me: a new Zoom Generation surfaced, also Monopoly-themed, but this one is Friends and Family exclusive.

Nike, Why Are You Doing This?

Nike, we need to have a serious conversation. Why are you saving your most fire colorways and silhouettes for Friends and Family only? Let’s be real—the Zoom Generation is an iconic sneaker. It’s the shoe that kicked off LeBron’s journey into sneaker royalty. Pair that legendary silhouette with an elite colorway like this, and the hype would’ve been through the roof. Consumers would’ve gone crazy for it!

And yet, Nike decided to hoard this masterpiece for an exclusive circle. Why? Do they dislike money? Obviously not—they’re a billion-dollar corporation. But decisions like this make me wonder if they’re leaving money on the table.

The Competition is Catching Up

While Nike keeps locking away grails, other brands are stepping up. ASICS and New Balance, once seen as “Geriatric All-Stars,” are now youth lifestyle icons. They’re taking risks, collaborating with cultural touchstones, and making sneakers that resonate with the streets and the runway.

Meanwhile, Nike is dangling exclusives in our faces like bait, only to pull them back and say, “Just kidding! You’re not cool enough to have these.” That’s not how you maintain dominance—it’s how you alienate your core audience.

Grails for the People: A Step in the Right Direction

To Nike’s credit, they’ve made some amends by re-releasing legendary sneakers like the Silver Surfer Dunks and the Wu-Tang Dunks. These were once mythical grails, but now fans can finally get their hands on them without dropping a mortgage payment. And seeing retros like this at retail again? That’s a win.

But here’s the kicker: why keep teasing Friends and Family exclusives if you’re not going to release them? It doesn’t elevate the shoe; if anything, it builds resentment. Knowing I’ll never own them doesn’t make me want them more—it just makes me irritated at the system.

A Solution: Limited Releases, Premium Pricing

Nike, let’s meet in the middle. You want exclusivity, and we want access. Here’s the move: release these Friends and Family editions at a premium price with limited quantities.

• You keep the aura of exclusivity intact.

• Consumers get a chance to snag something rare.

• The higher price tag protects the value of the general release.

It’s a win-win. Everyone walks away feeling like part of the “inner circle,” even if it’s just an illusion. If I cop a pair, I’ll feel like I’m part of the family, too.

Final Thoughts

Nike’s legacy as the king of sneakers is unmatched, but even kings need to listen to their people. We want more than just a glimpse of greatness—we want the chance to wear it. Locking up your best designs for Friends and Family only does more harm than good. Take the W, Nike. Make these exclusives accessible, even if it’s at a premium. Because at the end of the day, sneakers are meant to be seen, celebrated, and worn—not just envied.

Visit gettothecorner.com

Follow me on twitter.com/onlyonejaevonn

Life Logs by Jaevonn Harris