ost structure is slim. The research and development process

Nike was in for a rude awakening. Despite all the effort, customers Nike Air Max 95 Womens] just didn’t seem to care.Matt Powell, a sneaker analyst at NPD Group Inc., said Cortez sales this year have been “very minor,” even with the media blitz. “No retailer is talking to me about Adidas Superstar Femme this shoe,” he said. Adding insult to injury is the cost of all this “demand creation,” eating up 10 percent of revenue. Hadid, Lamar and those excellent photographers don’t come cheap.There are Nike Air Presto Damen still plenty of Cortez kicks—both standard and esoteric—filling the shelves at Stadium Goods, which has two sneaker stores in lower Manhattan. “Some of the marketing push has definitely resonated,” said owner John McPheters. “Though it hasn’t turned it into a high-volume Nike Air Max 2017 Womens shoe for us.”Nike declined to comment on the shoe’s fortunes or provide any sense of how much money it has spent on its Cortez campaign.The failure of the Cortez to gain traction is Nike Air Zoom Spiridon Mujer doubly surprising because, after all, reintroducing an old shoe is a pretty low-risk strategy. The economics are attractive since demand has been proven and the cost structure is slim. The Nike Air Max 95 Mujer research and development process for a decades-old shoe such as Cortez is essentially an intern who said: “What if we made them in velvet?” (They did.)

Plus, the value on such old-school wheels Nike Air Huarache Mujer lies in that history. The Cortez experiment is akin to Ferrari cranking out new versions of its 1962 racecars, since the shoe was the company’s premier product when Nike became Nike. “It really was the shoe that started it all,” said Jordan Geller, founder of the Shoezeum, dubbed Adidas Superstar Womens the world’s greatest sneaker museum. At one time, Geller’s collection had 30 pairs of the Cortez, the dearest of which cost him $300. When he moved the Shoezeum to Las Vegas, Nike Air Max 90 Mujer Rosas he settled on a building next to the El Cortez Adidas NMD Womens hotel. “I considered it a good sign,” he said.Of more concern than a dearth of sales, though, is the reboot’s poor showing on social media Nike Air Presto Mujer (Kendrick Lamar notwithstanding). Among 200 people whom analytics firm Traackr Inc. deems “influencers” in the sneaker market, the Cortez garnered a respectable volume of mentions this year, though not as many as the Air Max 97, its sibling sneaker. Of course,Nike Air Max Tavas Mujer mentions are often purchased, particularly when “influencers” are involved. And this is where Adidas still shines with its Superstar shoe.And that’s not the only good news for the German brand. In the middle of the Cortez rollout, Adidas overtook the Nike Jordan brand Nike Air Max 95 Homme as the No. 2 sneaker name in America.

Andrew Raisman saw the buzz first-hand as he launched Copdate, an app that helps Nike Air Huarache Womens consumers reserve highly anticipated, limited-release shoes (rather than wait in line outside a store).Raisman said Adidas has been masterful in making its retro models relevant and stoking Nike Air Max 2017 Mujer demand with so-called super-consumers, including fashion models and sneaker geeks. The main Nike brand is still No. 1, but that isn’t as much of a given as it once was.“They’re the pretty Adidas NMD Womens girl of the dance today,” Nike Air Max 270 Femme Raisman said of Adidas. “That’s one of the things that makes the Cortez release less white-hot than it could be. Five years ago, it would have been a different story.”The failure of the Cortez to gain traction is doubly surprising because, after all, reintroducing an old shoe is a pretty low-risk strategy. The economics are attractive since demand has been proven Nike Air Max 95 Womens]and the cost structure is slim. The research and development process for a decades-old shoe such as Cortez is essentially an intern who said: “What if we made them in velvet?” (They did.)

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