ESPN writer Jemele Hill writes in a recent column that both Jordan and the sports shoe Juggernaut need to take responsibility for their promotion of greed and blanket insanity over footwear.
At any rate, the company marketed a pair of Air Jordan XI Concords for a very limited time, for Christmas.
The $180 shoes were in such high demand that it caused consumers to break out in fights, stampedes, and other abnormal behaviors all to get hands on them.
Here’s what Ms. Hill wrote.
… Last week, Jordan and Nike released his retro gym shoe, the Air Jordan XI Concords — which Jordan wore during the 1995-96 season, when the Bulls notched a record 72 regular-season victories and won the NBA championship — in time for the Christmas rush, but the special release incited a rash of violence nationwide …
Jordan and Nike didn’t directly encourage this recklessness. They didn’t tell people to trample others who waited in line, and it’s not their fault that a segment of people have such skewed priorities.
But that doesn’t absolve Jordan or Nike for willingly feeding an out-of-control monster.
Let’s put aside the fact that these Air Jordans cost an absurd $180. The marketing campaign for these shoes is essentially akin to yelling “fire” in a crowded movie theater.
Nike, which created the Air Jordan brand in 1984, makes a big deal out of the fact that it only releases the Jordan XIs — arguably Jordan’s most sought-after shoe — once a year and they will be in available only in extremely limited supply.
Translation: Do whatever you have to do to get these shoes.
And if people get hurt in the process, so be it.
Yes, it’s the basic supply-and-demand sales strategy, but it’s irresponsible for Nike to ignore the violent problems these limited-edition shoes create.
Read/learn MORE at ESPN.
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