Opulent Features

How to save Nike?


2014 saw Nike realease fire at the beginning of the year with the air Yeezys red octobers. Kicking off the year of the sneakerhead with the 3rd installment in the Kanye West and Nike collaboration, Nike looked as if they were going to add 2014 as another year to their reign in the sport/street savvy industry. As the year went on, their competitor in the form of Adidas,  made Nike begin to waver as they stood on one leg in a extravagant celebratory, gloating fashion. After the fire collaboration dropped, the trainers namesake set out on his Yeezy tour and alongside a flawless performance of his classic "runaway" single, he also let his fans into a treat with a good 4-10 minute rant about his obscene life (don't know where you've been for the last year of you haven't heard Kanye going skits at least once at some point last year). During one of the Chicagoan rapper's spout of rage, he announced of his depature from Nike and his draft in by Adidas. The first of many a blow to Nike's ego. Not long after the rapper left, Nike's most praised designers decided to up and leave the sportswear giants and join the other side. Blow number two. Following one of the biggest moves in streetwear and sneaker history, the German brand began upturning and reinventing some of the brand's most iconic silhouettes. A warm up for their new creative team as they drove Adidas forward to 2014 and pulled everyone else back to the 1990's with the re-releases of Adidas Originals EQT Running support '93 and Stan Smith's. Then as Nike just about re-peiced their shattering crown, Adidas chose to delve into their address book and call in every single creative willing to collaborate. From musical artists Pharrell Williams and Rita Ora to designers Mary katranzou, black scale, Palace and Opening Ceremony (Not forgetting long time collaborator Jeremy Scott), Adidas almost released a collaboration a month ranging from one sneaker to numerous colourways to whole capsule collections with clothing and accessories. On top of this, there was also a new thread on the scene with the Adidas Tubulars.





Final critical blow.

But is there still hope for the former superpower?...

In my eyes there is. Heres a couple of bullet points that Nike could take note from as i believe that they can save Nike and allow them to rise from the ashes...

Stop trying to invent new colourways for old silhouettes. Yes at the moment it's working for your enemy but they'd released half as much variations as you as well the fact they're reinventing kicks from 20 years ago. Your trying to reinvent kicks from last year... Just seems a bit desperate.


  • 2013 saw a huge popularity surge back into Jordans  and 2014 saw you reinstate the Jordan 1's. With the crowds flooding back, it was weird to think why they ever left... Hmmmm maybe it was something to do to the lack of real design finesse after the 5/6's. You tried to give the fans something new in the Jordan futures. Personally I like the trainers but unless you have the money and a PhD in fashion styling, they are quite inaccessible... What needs to happen is a design meeting where you scrap any current ideas and look back to the early days of Jordan. Fuck basketball practically and think vintage street styling.




  • Air Mags - 2015 is the stated year of return for "Back to the future's" Marty Mcfly. Flying on his hover board and Nike Air Mags strapped to his feet, Marty would be 2015's biggest hypebeast. Nike reportedly, at the beginning of the year, said that Tinker Hatfield and his team are looking to have the Air Mag silhouette fully functioning with the self tying laces by the end of the year. Like all sneakerheads and geeks alike, I'm hella looking forward to this if this works but until then Nike can't slack! With all the money in the world, Nike can't be using this as an excuse not to produce some serious kicks this year
  • Erm your side team "ACG" are looking pretty fresh at the moment with the trainerdors etc... Just worth a thought.

    Also On a selfish note, I need a reason to put on my favourite classics: Nike Cortez. Give me that Forest Gump moment!

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