JSU*Toi
New Member
BEAVERTON, Ore. -- Air Jordan, the most successful brand of Nike basketball shoes, is taking a vertical leap with a price of $200 a pair.
Packed in a metallic silver briefcase instead of a shoebox, the Air Jordan XVII arrives in stores next weekend, accompanied by a $10 million national advertising campaign with TV spots orchestrated by filmmaker and well-known basketball fan Spike Lee.
Too good for a shoebox? The new Air Jordans will come in a special metal briefcase.
The competition, meanwhile, is trying to keep up. Reebok International is taking a similar approach with a $125 shoe promoted by Philadelphia 76ers guard Allen Iverson and singer R.Kelly, among other sports and entertainment stars.
Analysts say high-priced shoes are mostly a gimmick to get customers into the stores, where they'll buy other Nike products. But the Beaverton-based athletic shoe and clothing maker has come up with a well-designed and neatly packaged gimmick.
Still, don't start looking for these pricey shoes on basketball courts.
"Most of them will never see the street," said John Shanley of Wells Fargo Securities in New York. "Kids call it a 'keeper.' They basically keep it under their bed and when friends come over, show it to them."
Tyson Frodsham, a high school sophomore who lives near Nike headquarters, agreed.
"I'd probably hang them on a mantle or on my wall or something," he said.
Now that does not make any dang sense. I wish my child would ask me for some 200.00 shoes... Please I just don't understand
Packed in a metallic silver briefcase instead of a shoebox, the Air Jordan XVII arrives in stores next weekend, accompanied by a $10 million national advertising campaign with TV spots orchestrated by filmmaker and well-known basketball fan Spike Lee.
Too good for a shoebox? The new Air Jordans will come in a special metal briefcase.
The competition, meanwhile, is trying to keep up. Reebok International is taking a similar approach with a $125 shoe promoted by Philadelphia 76ers guard Allen Iverson and singer R.Kelly, among other sports and entertainment stars.
Analysts say high-priced shoes are mostly a gimmick to get customers into the stores, where they'll buy other Nike products. But the Beaverton-based athletic shoe and clothing maker has come up with a well-designed and neatly packaged gimmick.
Still, don't start looking for these pricey shoes on basketball courts.
"Most of them will never see the street," said John Shanley of Wells Fargo Securities in New York. "Kids call it a 'keeper.' They basically keep it under their bed and when friends come over, show it to them."
Tyson Frodsham, a high school sophomore who lives near Nike headquarters, agreed.
"I'd probably hang them on a mantle or on my wall or something," he said.
Now that does not make any dang sense. I wish my child would ask me for some 200.00 shoes... Please I just don't understand
