Sports

Did Nike Fail to Capitalize on the Success of ‘The Last Dance’? – Highsnobiety

Published

4 years ago

May 19, 2020

Michael Jordan’s game-worn Nike Air Jordan 1s from 1985 sold for half a million dollars at auction over the weekend — the most ever paid for a pair of sneakers. The amount underlines Michael Jordan’s status not just as the GOAT of basketball but also as one of the most marketable and admired people of all time, across all walks of life.

Over the past few weeks, Jordan has been the subject of ESPN and Netflix’s docs-series, The Last Dance — whose influence can’t be understated. The 10-part series introduced Michael Jordan the basketball player to a generation that never got to see him play. In turn, that has had a remarkable effect on the demand for Jordan and Chicago Bulls merchandise and memorabilia.

As StockX has shared with Highsnobiety, its data shows that The Last Dance has influenced consumer behavior in more ways than one. Since its premiere on April 19, The Last Dance has resulted in a spike in traffic on StockX’s Jordan products every Sunday. On average, there is 76 percent more traffic to Jordan catalog pages than a typical Sunday evening prior to April 19.

Of course, this isn’t the first time that pop culture has had an influence on consumer behavior like this. As Complex points out, Kawhi Leonard and the Toronto Raptors winning the NBA championship last year caused the now-Clippers star’s signature New Balance sneaker to soar in value on the resell market. A morbid example would be Kobe Bryant’s tragic death earlier this year and the ensuing spike in resell prices on his sneakers — something that was frowned upon by a vast majority of the community.

Diving deeper into the data, it becomes clear that it’s not only Michael Jordan’s signature sneakers and memorabilia that have benefited from The Last Dance. Scottie Pippen — who was heavily featured in the first two episodes — has seen sales of his sneakers and merchandise increase by 50 percent compared to the previous month. In the 24 hours after the episodes aired the effect was even greater, as sales of Pippen’s sneakers, collectibles, and merchandise increased 300 percent compared to a typical day.

The below chart outlines other consumer trends, such as Air Jordan sales being up 38 percent month-on-month and Chicago Bulls merchandise receiving 35 percent more bids than the month prior.

As Highsnobiety reported on earlier, the “Chicago” Nike Air Jordan 1 from 2015 jumped in value following the May 3 episode, which focused on that silhouette in particular. Before the series aired it was reselling for around $900. Over the past 10 days, the average sale price is over $1,400 — good for a 50 percent increase. Similarly, the “Banned” Nike Air Jordan 1 from 2016 has seen its average resale price increase by 33 percent.

Following the final two episodes, which aired on May 17 and heavily featured the Air Jordan 13 and 14, traffic to the catalog pages of both sneakers surged to their highest in StockX history. The “Flu Game” Nike Air Jordan 12 — another big subplot in the series — saw its average resell price rise to $400 immediately after the finale, a good 30 percent more than its 12-month average. The “Last Shot” AJ14 sold for 55 percent more than its 12-month average sale price of $225.

Another interesting development is that the OG 1985 “Chicago” Nike Air Jordan 1 sold three times over the past few weeks. Prior to the documentary airing, StockX had not seen a sale of that sneaker since 2017. Back then it resold for around $3,000, whereas the last three sales have had an average resale price of $7,123 — more than double.

In short, The Last Dance has basically been a 10-hour commercial for Nike and the Air Jordan line. To celebrate the premiere on April 19, Nike dropped its “Fire Red” Air Jordan 5s on its SNKRS app. The OG colorway had been long-rumored and hotly-anticipated before it promptly sold out on the platform.

Since then, though, Nike has not done anything to capitalize on The Last Dance. In the past, Nike has shown it has its finger on the pulse of pop culture by scheduling special-edition, limited drops around larger events. In 2018, the Justin Timberlake x Nike Air Jordan 3 was available on Nike SNKRS during the artist’s performance during the Super Bowl half-time show, while more recently, Travis Scott’s collaborations have dropped during his Grammy’s performances.

Of course, the coronavirus pandemic has complicated matters, as supply chains — almost all of which run through China — have been impacted in one way or another and resulted in several delays. Comparing the resell market with retail might not be entirely fair either, as StockX numbers have shown that the secondary market is as robust as ever and has barely been affected by Covid-19 — the same can’t be said for retail.

Additionally, Highsnobiety’s latest market analysis shows that a new generation of “immune shoppers” has been born, who are less affected by trends and hype and are reassessing their priorities when it comes to spending their money on fashion.

Those factors may have played a role in Nike’s decision (conscious or not) to refrain from dropping more product in conjunction with The Last Dance. Still, it feels like Nike may have missed the mark over the past month, as all eyes were on the docuseries and, as a result, Nike and Jordan Brand product.

The StockX numbers show that there were consumers out there that were influenced by what they saw on their screens. It would not be farfetched to think that these same consumers spending their money on Michael Jordan memorabilia and sneakers or Scottie Pippen and Chicago Bulls gear would have bought related product directly from Nike.

“MJ’s success on the court transcended beyond the game of basketball and ignited a culture. That culture became the foundation of the Jordan Brand and the Jumpman community,” says Jordan Brand president, Craig Williams. “The Last Dance has given us a chance to highlight the people, stories and sneakers that made basketball culture a global phenomenon. Seeing fans across different generations celebrate MJ’s success speaks to the impact MJ and Jordan Brand continue to have on basketball culture and the breadth of the Jumpman community.”

The Last Dance speaks to both a new generation of basketball fans and a new generation of consumers. By introducing kids today to Jordan’s accomplishments, unparalleled athleticism, and competitive drive, The Last Dance is providing a generation that never got to see MJ play live with the same “Like Mike” feeling kids had in the late ’80s and throughout the ’90s.

In a way, by creating new Michael Jordan fans and providing access to his on-court dominance, it also strengthens peoples’ sentiments towards Jordan Brand and its products — something StockX’s numbers prove. Whereas over the years, Air Jordans have become synonymous with hype, limited-edition collaborations, and sold-out release dates, kids that watched The Last Dance now want Jordans for the same reason that kids 30 years ago wanted Jordans — because he’s the greatest basketball player of all time.

Perhaps Nike consciously chose to refrain from dropping products alongside the documentary, as it knew the effect The Last Dance would have on its viewers. Maybe Jordan Brand took a step back to let its most marketable asset ever do what he does best — make kids want to be like Mike.

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Sports

Champions Trophy host Pakistan says it’s not been told India wants to play cricket games elsewhere

Published

1 day ago

November 8, 2024

Anne Joseph

LAHORE, Pakistan (AP) — A top official of the Pakistan Cricket Board declined Friday to confirm media reports that India has decided against playing any games in host Pakistan during next year’s Champions Trophy.

“My view is if there’s any problems, they (India) should tell us in writing,” PCB chairman Mohsin Naqvi told reporters in Lahore. “I’ll share that with the media as well as with the government as soon as I get such a letter.”

Indian media reported Friday that the Board of Control for Cricket in India (BCCI) has communicated its concerns to all the Champions Trophy stakeholders, including the PCB, over the Feb. 19-March 9 tournament and would not play in arch-rival Pakistan.

The Times of India said that “Dubai is a strong candidate to host the fixtures involving the Men in Blue” for the 50-over tournament.

Such a solution would see Pakistan having to travel to a neutral venue to play India in a group match, with another potential meeting later in the tournament if both teams advanced from their group. The final is scheduled for March 9 in Pakistan with the specific venue not yet decided.

“Our stance is clear,” Naqvi said. “They need to give us in writing any objections they may have. Until now, no discussion of the hybrid model has happened, nor are we prepared to accept one.”

Pakistan hosted last year’s Asia Cup but all India games were played in Sri Lanka under a hybrid model for the tournament. Only months later Pakistan did travel to India for the 50-over World Cup.

Political tensions have stopped bilateral cricket between the two nations since 2008 and they have competed in only multi-nation tournaments, including ICC World Cups.

“Cricket should be free of politics,” Naqvi said. “Any sport should not be entangled with politics. Our preparations for the Champions Trophy will continue unabated, and this will be a successful event.”

The PCB has already spent millions of dollars on the upgrade of stadiums in Karachi, Lahore and Rawalpindi which are due to host 15 Champions Trophy games. Naqvi hoped all the three stadiums will be ready over the next two months.

“Almost every country wants the Champions Trophy to be played here (in Pakistan),” Naqvi said. “I don’t think anyone should make this a political matter, and I don’t expect they will. I expect the tournament will be held at the home of the official hosts.”

Eight countries – Pakistan, India, Bangladesh, England, Australia, South Africa, New Zealand and Afghanistan – are due to compete in the tournament, the schedule of which is yet to be announced by the International Cricket Council.

“Normally the ICC announces the schedule of any major tournament 100 days before the event, and I hope they will announce it very soon,” Naqvi said.

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Dabrowski, Routlife into WTA doubles final with win over Melichar-Martinez, Perez

Published

1 day ago

November 8, 2024

Anne Joseph

RIYADH, Saudi Arabia – Ottawa‘s Gabriela Dabrowski and Erin Routliffe of New Zealand are through to the doubles final at the WTA Finals after a 7-6 (7), 6-1 victory over Nicole Melichar-Martinez of the United States and Australia’s Ellen Perez in semifinal action Friday.

Dabrowski and Routliffe won a hard-fought first set against serve when Routliffe’s quick reaction at the net to defend a Perez shot gave the duo set point, causing Perez to throw down her racket in frustration.

The second seeds then cruised through the second set, winning match point on serve when Melichar-Martinez couldn’t handle Routliffe’s shot.

The showdown was a rematch of last year’s semifinal, which Melichar-Martinez and Perez won in a super tiebreak.

Dabrowski and Routliffe will face the winner of a match between Katerina Siniakova and Taylor Townsend, and Hao-Ching Chan and Veronika Kudermetova in the final on Saturday.

Dabrowski is aiming to become the first Canadian to win a WTA Finals title.

This report by The Canadian Press was first published Nov. 8, 2024.

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Winger Tajon Buchanan back with Canada after recovering from broken leg

Published

1 day ago

November 8, 2024

Anne Joseph

Inter Milan winger Tajon Buchanan, recovered from a broken leg suffered in training at this summer’s Copa America, is back in Jesse Marsch’s Canada squad for the CONCACAF Nations League quarterfinal against Suriname.

The 25-year-old from Brampton, Ont., underwent surgery July 3 to repair a fractured tibia in Texas.

Canada, ranked 35th in the world, plays No. 136 Suriname on Nov. 15 in Paramaribo. The second leg of the aggregate series is four days later at Toronto’s BMO Field.

There is also a return for veteran winger Junior Hoilett, who last played for Canada in June in a 4-0 loss to the Netherlands in Marsch’s debut at the Canadian helm. The 34-year-old from Brampton, now with Scotland’s Hibernian, has 15 goals in 63 senior appearances for Canada.

Midfielder Ismael Kone, recovered from an ankle injury sustained on club duty with France’s Marseille, also returns. He missed Canada’s last three matches since the fourth-place Copa America loss to Uruguay in July.

But Canada will be without centre back Derek Cornelius, who exited Marseille’s win Sunday over Nantes on a stretcher after suffering an apparent rib injury.

The Canadian men will prepare for Suriname next week at a camp in Fort Lauderdale, Fla.

“We are looking forward to getting the group together again with the mindset that there is a trophy on the line,” Marsch said in a statement. “We want to end 2024 the right way with two excellent performances against a competitive Suriname squad and continue building on our tremendous growth this past summer.”

The quarterfinal winners advance to the Nations League Finals at SoFi Stadium in Inglewood, Calif., with the two semifinals scheduled for March 20 and the final and third-place playoff March 23, and qualify for the 2025 CONCACAF Gold Cup.

Thirteen of the 23 players on the Canadian roster are 25 or younger, with 19-year-old defender Jamie Knight-Lebel, currently playing for England’s Crewe Alexandra on loan from Bristol City, the youngest.

Bayern Munich star Alphonso Davies captains the side with Stephen Eustaquio, Jonathan Osorio, Richie Laryea, Alistair Johnston and Kamal Miller adding veteran support.

Jonathan David, Cyle Larin and Theo Bair are joined in attack by Minnesota United’s Tani Oluwaseyi.

Niko Sigur, a 21-year-old midfielder with Croatia’s Hadjuk Split, continues in the squad after making his debut in the September friendly against Mexico.

Suriname made it to the Nations League quarterfinals by finishing second to Costa Rica in Group A of the Nations League, ahead of No. 104 Guatemala, No. 161 Guyana and unranked Martinique and Guadeloupe.

“A good team,” Osorio said of Suriname. “These games are always tricky and they’re not easy at all … Suriname is a (former) Dutch colony and they’ll have Dutch players playing at high levels.”

“They won’t be someone we overlook at all,” added the Toronto FC captain, who has 81 Canada caps to his credit.

Located on the northeast coast of South America between Guyana and French Guiana, Suriname was granted independence in 1975 by the Netherlands.

Canada has faced Suriname twice before, both in World Cup qualifying play, winning 4-0 in suburban Chicago in June 2021 and 2-1 in Mexico City in October 1977.

The Canadian men, along with Mexico, the United States and Panama, received a bye into the final eight of the CONCACAF Nations League.

Canada, No. 2 in the CONCACAF rankings, drew Suriname as the best-placed runner-up from League A play.

Canada lost to Jamaica in last year’s Nations League quarterfinal, ousted on the away-goals rule after the series ended in a 4-4 draw. The Canadians lost 2-0 to the U.S. in the final of the 2022-23 tournament and finished fifth in 2019-20.

Canada defeated Panama 2-1 last time out, in an Oct. 15 friendly in Toronto.

Goalkeepers Maxime Crepeau and Jonathan Sirois, defenders Joel Waterman, Laryea and Miller and Osorio took part in a pre-camp this week in Toronto for North America-based players.

Canada Roster

Goalkeepers: Maxime Crepeau, Portland Timbers (MLS); Jonathan Sirois, CF Montreal (MLS); Dayne St. Clair, Minnesota United FC (MLS).

Defenders: Moise Bombito, OGC Nice (France); Alphonso Davies, Bayern Munich (Germany); Richie Laryea, Toronto FC (MLS); Alistair Johnston, Celtic (Scotland); Jamie Knight-Lebel. Crewe Alexandra, on loan from Bristol City (England); Kamal Miller, Portland Timbers (MLS); Joel Waterman, CF Montreal (MLS).

Midfielders: Ali Ahmed. Vancouver Whitecaps (MLS); Tajon Buchanan, Inter Milan (Italy); Mathieu Choiniere, Grasshopper Zurich (Switzerland); Stephen Eustaquio, FC Porto (Portugal); Junior Hoilett, Hibernian FC (Scotland); Ismael Kone, Olympique Marseille (France); Jonathan Osorio, Toronto FC (MLS); Jacob Shaffelburg, Nashville SC (MLS); Niko Sigur, Hadjuk Split (Croatia).

Forwards: Theo Bair, AJ Auxerre (France); Jonathan David, LOSC Lille (France); Cyle Larin, RCD Mallorca (Spain); Tani Oluwaseyi, Minnesota United (MLS).

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This report by The Canadian Press was first published Nov. 8, 2024.

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