We are only 3 months in, I get that, but the serious momentum adidas was building in 2016 has shall we say plateaued in my opinion in 2017. There are a few factors for sure, but not all of it is because of what adidas is doing, one major reason I believe is because of what Nike and Jordan Brand have done and will do in 2017.
The truth is the novelty of boost is starting to wear off a bit. NMDs are sitting like never before ( I was a little premature in my prediction HERE but it did eventually end up happening), Yeezys are dropping in value, and adidas’ attempt to put their top of the line cushion on past classic models has been met with mixed reaction at best. So adidas is definitely not doing themselves any favors thus far in 2017 in my opinion.
With all that said, I personally think the biggest shift in momentum was caused by Nike and Jordan Brand. They are slowly but surely taking away a little of adidas’ shine. The sudden resurgence of Air Maxes, the upcoming Vapor Max which supposedly rivals the comfort of adidas Boost, and even Jordan Brand’s upcoming limited collaborations (KAWS, Trophy Room x Bape. etc.) and 2017 Holiday Lineup (click HERE for details) have got the people talking.
I find Nike’s recent marketing tactics funny in a sense that all it took from them was to limit a classic OG sneaker (Nike Air Max 1) with awesome packaging closely followed by an even more limited retro release voted by the people (Atmos Air Max 1 Elephant Print) to make people shockingly thirsty for Air Max 1s. For Sale and Trade posts that were dominated by NMDs, Yeezys, and Human Races, have been replaced by OG Air Max 1s and Atmos Air Max 1s. The momentum doesn’t stop there, we still have Air Max Day, which will include a boatload of releases and NikeiD options. Also, if the VaporMax model lives up to the hype, that could really make things interesting going forward.
I don’t think any sensible person believed Nike/JB were in trouble anytime soon when adidas seemingly took the crown in 2016, but I don’t think it is far fetched to believe that Nike/JB took notice of what adidas was doing and in a way is putting their foot down in 2017.
Image via Sole Links