The Nike and Tiffany & Co. sneaker release is the perfect example of what’s wrong with buying popular shoes right now
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When images of the Nike Air Force 1 Low Tiffany & Co. “1837” surfaced last month online, many sneakerheads were not impressed despite the jewelry brand’s best marketing efforts — calling it “a legendary pair”
But the sneakers, featuring an all-black suede on the upper with a Nike swoosh in Tiffany blue, eventually grew on customers enough for pairs to instantly sell out on Nike’s SNKRS app and via a Tiffany online raffle earlier this month. Accessories sold by Tiffany for the shoe, which retailed for between $250 and $475, also sold out.
Still, a significant number of consumers hoping to grab a pair of the sneakers came away empty handed on Tuesday. Customers took to social media to voice their displeasure.
The Nike and Tiffany drop highlighted a few key hurdles for consumers who attempt to purchase limited-edition sneakers.
For die-hard Tiffany fans newly introduced to sneaker culture, it was a rude awakening about how modern sneaker releases are very much a lottery. Supply on highly-sought after collaboration sneakers tends to be lower than general releases. And even if there is supply left, high-traffic on the SNKRS app for releases can cause the app to freeze or payment errors at checkout.
Demand among sneakerheads also skyrocketed for the Nike and Tiffany collaboration because of the possibility of a “quick flip” on resale marketplaces like StockX and Goat. Regular customers, in addition to hardcore resellers, will buy a shoe with the sole intent of turning a large profit off of it after stock sells out.
Currently, customers that want a pair of the Nike Air Force 1 Low Tiffany & Co. “1837” will have to pay $1,200 on StockX or other resale sites — three times higher than the $400 retail price.
If not, there are plenty of other Air Force 1s to choose from.