Interrupted production, delays and an indefinite blockage raise concerns for sneaker brands and retailers.
Reality is reaching the world of sneakers. The last two weeks have seen the postponement of the Jordan sneaker launches, as well as the SneakerCon, the show in which fans can buy, sell and exchange rare, coveted and personalized sneakers, expected in Phoenix and Cleveland. The resale market has also been affected, with sellers becoming more aggressive on prices in order to finalize sales. On March 17 then, Dior and Jordan postponed the launch of their collaboration which will also include ready-to-wear and accessories that was eagerly awaited by everyone. But for some retailers and brands, it’s the situation is still normal and they come out with releases as usual. Adidas released the Yeezy Boost 380 sneaker in late March and its latest sneaker collection with Pharrell Williams. Jordan launched its retro Air Jordan IV sneaker in gray and Nike kicked off its Air Max Day on March 26, celebrating the first Nike Air Max sneaker, the Air Max 1, launched on March 26, 1987. The giants of the resell market, StockX and Goat, also took part in the Air Max Day with special themed contests. On StockX, buyers who spent $ 50 or more were able to enter a contest to win one of five Nike Air Max sneakers; Goat, however, held a virtual treasure hunt where shoppers could hunt Air Max models hidden away on the app for $ 3.26.
Before the global blockages and quarantines established to prevent the spread of the coronavirus, New Balance and Aimé Leon Dore released their New Balance 827 sneaker, as well as the one in collaboration with the Casablanca brand (here the dedicated article) exclusively online. On April 3, Nike launches its latest collaboration with Stussy. But with global blocks and quarantines continuing, will releases continue at the same rate? “The air is certainly different, especially on the occasion of Air Max Day”, This is what Kyle Riggle, director of the Philadelphia boutique boutique Ubiq said. “We usually organize Nike parties in stores in Philadelphia and Washington, DC, to bring communities together to celebrate the iconic style. COVID-19 will cause a lot of damage to our industry. It has already done so, but over time the virus will impact more and more on fashion and footwear. ” Sneakersnstuff co-founder Erik Fagerlind said the stores were planning an activation for Air Max Day, but had to cancel and replace it with a creative competition on social media. “We hope for the best but we are preparing for the worst,” he said. “This is both medically, mentally and financially. “We expect this to stop around 50 percent of our business worldwide for around three months.” SNS operates seven offices in Stockholm, Paris, Berlin, London, New York City, Los Angeles and Tokyo. Six of the seven are closed and the shop hours in the remaining opening have been reduced. We look forward to developments and will keep you updated. The hope is that this situation will end as soon as possible to return everyone to normal … even for our beloved sneakers.
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