A Case Study In Nike Seeding

How Nike is seeding its Dunk collaboration with Cactus Plant Flea Market and Swarovski...

Always the leader, Nike is at a place where it’s perfected scarcity marketing, a model built on either an iconic shoe whose distribution it’s looking to expand or a brand new model it wants to grow excitement around. With little exception, these shoes are launched on SNKRS and usually also Tier Zero boutique accounts. Almost always commanding a premium on the resale market, these are the shoes that are the fuel of sneaker Discord and other platforms tracking coveted launches.

Aside: while civilians view SNKRS launches as overrun with bots, the truth is Nike has been mainly successful in blocking them.

Among other silhouettes, Nike this year has placed a lot of energy around its Dunk SB sneaker. Currently it’s distribution is limited to Nike direct and the aforementioned boutique accounts, but there’s some chatter the Dunk (sans SB) will be expanded to some of the sport brand’s partner accounts in 2021.

Just for fun and because it’s such a cute shoe and I promised more pictures, what …