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I am all for Nike coming in to the sport with new products.
The Nike boots are a hit in Texas!
Nike tried to get into skateboarding in the late '90s and flopped. It wasn't until they relaunched as Nike SB that it took off. Nike 6.0 is just an attempt to cash in on the percentage of kids that can't afford to pay $100-$500 for a pair of Dunk SB's.
I don't think any of Nike's past strategies will work in MX because it is a WAY smaller market than skateboarding, youth culture etc. It might make a cool window treatment at Zumiez to have a big picture of Bubba whipping it and wearing a pair of Nike 6.0 boots but the kids seeing it won't ever be purchasing a pair.....when the balance sheet shows consecutive quarters of loses in MX boots they will be gone.
or maybe some DC boots haha
Pit Row
I just don't think with declining bike and aftermarket sales, plus consumer loyalty to core brands (Astars etc.), Nike will be able to make a profit. After all, that is what they are here to do. Unlike most MX companies they have stockholders and board members to answer to. The $20Mil plus they MIGHT bleed from this WILL be noticed by somebody who could care less about MX and pulls the plug overnight.
How they distribute this product will affect sales as well. Will Tucker or Parts sell them? I don't see NIke bending over and taking those guys' demands on margin....I also don't see Nike setting up a sophisticated distribution network to cater to the few shops left willing to stock tons of $500 boots.
Post a reply to: Bubba in Nike boots?