Will Nike and Jordan Brand’s new gesture boost their growth? The company has elevated its marketing game. Nike has introduced a big change in SNKRS, which will see it team up with various creators and artists. Just a few days ago, Michael Jordan‘s Jordan Brand launched a new commercial, The Trial, featuring Luka Dončić. It garnered massive love from nostalgia-struck fans and brought in more fans, many of whom have expressed a strong desire to get their hands on the latest launches. But even with that, fans’ one complaint has remained the same. And even greater, it seems that the brand’s newest move might cause trouble for it.
Fans’ disappointment with not being able to buy shoes from Nike is not unfamiliar. Back in 2020, there was a stir after the Kobe 6 “Grinch” was launched. Many expressed frustration online after they were not able to buy from the app since resellers had already swept up much of it. This has been the same with other limited edition shoes. And so, the brand came up with a new move with the app.
The brand has introduced the SNKRS link to create better opportunities for sneaker enthusiasts, collectors, and “true fans” to buy the coveted sneakers first. The new SNKRS link will be shared by the brand or its various partners, like artists and athletes, on social media through QR codes and separate access points. Now, this link will be the map to the treasure.
Once fans get the SNKRS link, they will be able to purchase the sneakers! For those who aren’t aware, these new launches are limited editions and will be available only for a brief time. So, the brand urges fans to keep a close watch on the app as well as the artists they collaborate with.
“This method aims to give real sneakerheads a better shot at grabbing their favorite pairs, eliminating the threat of bots. Nike will team up with creators for their upcoming launches, similar to the Eric Koston partnership for the “Navy” Nike SB x Air Jordan 4,” the IG post by Nicekicks is captioned. Sounds easy, right?
Well, at first glance, one might think of it as a good idea to bring the coveted sneakers closer to the fans. But it seems the fans aren’t impressed. Many called out that the process is time-consuming and complicated. What makes fans think that?
Fans are seemingly upset over Nike’s new SNRKS link
As the brand’s rules to access the SNKRS link suggest, it is indeed a time-consuming process. One might have to dedicate a lot of time to frequent check ups for the links. And that still doesn’t promise the offer. This netizen has an understandable reason and wrote, “Bro I work I can’t sit and wait for links to buy shoes.” This fan’s frustration reflects a broader issue: the SNKRS Link system demands constant vigilance, which feels unrealistic for working-class fans who can’t monitor social media or app notifications all day. It’s not just about time—it’s about feeling excluded from a brand they’ve supported for years.
Some even expressed disappointment, claiming that they have already given up on the thought. “Same story every year. I haven’t hit on a drop since the parent breds 1s. I can spend all day on the app & never hit. Starting to get tired of this story,” another netizen wrote. While some challenges make the sale interesting, with Nike, where most of the collectors and fans have faced the same issue for quite some time, it might not have had the same effect.
A netizen seems to have found a loophole in the process. “So they’re giving creators (and their hangers on) access to the shoes first with direct ordering links then having them post on socials. Cool,” this fan wrote. Does it make a difference?
The Air Jordan 1 “Banned” release in the Bred colorway was made in 10,000 pairs and sold only in 23 selected stores, which is a nod to Jordan’s jersey. Fans were upset that with such conditions, many might not be able to buy a pair. “How about you fix the app by letting people get the shoes they want by releasing enough instead of making it so damn hard. You are only helping resellers,” a fan wrote on the IG post.
While the exclusivity is adding to the hype, it has also contributed to fans’ frustration. Has it helped the brand? It might be tough to answer. Last year, the company saw a 20 percent stock drop. This netizen wrote, “Huge @nike fan. But I’m over the SNKR app. I used to spend thousands of dollars a year with Nike. I got little to no perks. There is no customer loyalty programs. I’ll just buy what I want off eBay. Less sales for @nike. More target purchases for me.”
The Jordan Brand will also launch its golf line soon. The preview event was held at the Chicago Bulls legend’s private golf club where some influencers were also invited. Will it cause troubles for Nike? What is your take?
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