competitive analysis nike air force 1

COMPETITIVE ANALYSIS: NIKE AIR FORCE 1

HISTORY & DESIGN

HIP HOP & STREET CULTURE IN THE SPOTLIGHT

(The Three Amigos)

WORD OF MOUTH

1982

Moses Malone Takes Regular Season & NBA Finals MVP Honors in Air Force 1

Air Force 1 Becomes First-Ever Retro Sneaker

1984

Original AF1 Created

1983

Air Force 1 Discontinued

1986

HISTORY TIMELINE

1990

AIR FORCE 5 RELEASED

Color of the month, 3 AMIGOS

1984

Linen released

2001

Nelly – AF1 Music Video

2002

25 year anniversary

2007

Color of the month return

20152010

DJ Clark Kent – 5 Boroughs

RERELEASES & KEY MOMENTS

DON’T’ CALL IT A COMEBACK!

THE RESURGENCE

Q1

NIKELAB AF1 MID NIKELAB AF1 LOW

Q1ULTRAFLYKNIT

ULTRAFLYKNIT LOW

Q2

RONALDO’S ULTRA FC

• Inspired by 2012 CR7 AF1

• Released ahead of Euro Championship 2016

Q2

• Released one at a time, overseas before stateside

• AIR Jordan-Inspired

• Equipped with custom box and dust bag

J PACK

FLYKNIT USA FAMILY EDITION

Q3

WOMEN’S HIGH FLAX • Women’s version from men’s flax.

• One of the most sought after AF1’s, now for women

Q3

NIKELAB PRMEIUM COLORWAYS

NIKELAB ROSHE II • Updated version from Roshe 1.

• At select retailers and Nikelab locations

Q3

UNLIMITED GLORY PACK

• Customization of silver & red choices as well, also country codes on shoe as options

Q4

Q4

CITY PACK • Exclusive to each respective city.

• First teased at Complexcon with LA shoe.

Q4

BRYSON TILLER COLLAB

• Bespoke version, not sold to public.

• Tying shoe back to hip hop, its roots.

WHAT’S NEXT?

WHAT DID WE LEARN: EXCLUSIVITY

• The Hunt, making shoe shopping fun• Exclusivity, low supply & high demand (kids want

what they can’t have) • Not flooding market too soon

WHAT DID WE LEARN: ALWAYS ON

WHAT DID WE LEARN: DISTRIBUTION PLAN

EVENTS EXCLUSIVE ACCOUNTS APP SELECT RETAILERS & ECOMMERCE

WHAT DID WE LEARN: TECHNOLOGY & TRADITION

WHAT DID WE LEARN: PAID MEDIA & KEY TACTICS

Media outlets

Making consumers act, putting them on their toes

Collabs

SOCIAL MEDIA

WHAT IF?

HYBRIDSAPPS

KEY EVENT DROPSINFUSING SPORT & LIFESTYLE

INNOVASION

BRINGING SOCCER INTO PICTUREBROADER DISTRIBUTION PLAN

THANK YOU