It’s been a rough few years for Nike, and so far its comeback plans haven’t managed to get sales growing again. Its next act: rethinking Jordan.
The brand accounted for 13% of Nike’s global business last quarter, but revenue fell by the mid-teens. On a call with analysts on Thursday, CEO Elliott Hill offered a pretty straightforward diagnosis: “Simply put, we've been oversupplying our iconic retro product, asking them to do too much.”
The company will reduce the volume and frequency of specific Jordan retro launches. If this sounds familiar, that’s because it is: Nike faced a similar problem with Jordan nearly a decade ago, after ramping up production left too many sneakers sitting on shelves. Its solution then was the same as it is now: make fewer shoes and create a “pull market” where consumers chase rare shoes.
“When consumers see the Jumpman, it should feel special,” Hill said. “It should feel earned. And every decision we're making is designed to ensure the Jordan Brand remains as coveted a decade from now as it has been for the past several decades”
The revamp comes as the company reported quarterly financials that disappointed investors. On Thursday, Nike reported: