You might not know this if you’ve been living under a rock for the past 24 hours, but the Air Jordan 11 72-10 has a new release date. It came as a surprise to many people as more and more information started to trickle down the pipeline that Jordan Brand would indeed be moving the Holiday Air Jordan 11 from it’s traditional weekend before Christmas spot. Some were quite happy with the news because they’ve been eagerly anticipating the shoes since it first started to leak earlier in the year while some were upset because their
resale plans revolved around that particular date.
And then there are those of us who wanted to dig a little bit deeper. Obviously, business reasons dictated the change in the release date, but what exactly were those business reasons? Did Jordan Brand feel this was their chance to maximize sales and it was as simple as that or was there something more nefarious in play? Maybe a certain somebody at another brand is dropping their own hyped pair on the same day and they wanted to avoid that challenge for now.
For the sake of fun, here are some logical (and illogical) reasons Jordan Brand pushed the release date of the Air Jordan 11 72-10 forward. Don’t forget to check out the Kicks On Fire Air Jordan 11 72-10 launch page for all the 72-10 goodness that you could ever want.
Logical: Beat Fakes/Bootlegs To The Punch
For the past several years, movie studios have moved up release dates for blockbuster films in foreign markets in an effort to curtain bootleggers and leaked copies from hitting places that typically don’t give two s**ts about copyright laws. It’s why you might see spoilers for Marvel movies and say it’s based on the foreign language versions that dropped a week or two earlier than stateside. It’s possible Nike has already sent out all of their shipments to retailers so instead of waiting and seeing unscrupulous types try to sell legit pairs – or worse, push fakes – they get the shoes into consumers’ shopping carts earlier.
Illogical: Appeasing The Hypebeasts
They’re doing the hypebeasts a solid by dropping it a week early so they flood our Instagram feeds with even more angles of the damn kicks like we don’t know what they look like already. I mean, have you seen how many times we update our launch page and it’s still the most popular thing on the site? People might say this will sit in stores and that the hype is dead, but they’re still curious to either see how it will do or if they can cop a pair.
Logical: Owning A Weekend
Along with the 72-10, the PSNY x Air Jordan 12 collaboration is also dropping. On top of that is an Air Jordan 7 in GS sizes and a Air Jordan 1.5 for anyone that still cares. Any way you look at it, Jordan Brand is stacking the deck on the weekend of the 12th. But why?
Illogical: Ducking The Yeezys
Ok, put on your tin hats because here’s a conspiracy theory for you. Jordan Brand is releasing the 72-10 a week early because they want to avoid the release of the adidas Yeezy Boost 750 Black. Crazy, right? But is it really? Think about the number of sneakerheads, resellers, hypebeasts there really are in this world. Do you really think there are enough of them to populate every sneaker store in the country if the 72-10 and the Yeezys drop on the same weekend or will they have to make a decision and go cop one pair and hope they can score the other through other means? You already know opportunistic resellers are going to flock to the Yeezy for the higher margins, so does Jordan look bad if their 100% surefire guaranteed seller doesn’t have crazy lines, TV cameras and stupid people licking their kicks on release date? They’d rather not take that chance.
Logical: No Really, Duck The Yeezys
Yeah, it’s the same picture because ‘Ye can get away with it. Here’s the rub, though. It makes all the sense in the world to avoid the Yeezys, especially moving it up a week. Why? Because now people who have insatiable desire to have the newest, latest and best thing but don’t have the bank account to buy both kicks will probably spend their money on the 72-10 simply because it came first. Nike gets first dibs, adidas gets the scraps.
Illogical: Ruining Reseller’s Plans
There has been plenty of talk about Nike and Jordan making more pairs because there is a feeling among those financial sector that they might be leaving money on the table that resellers benefit from because the shoes are limited. But it looks like with the release of the Air Jordan 8 Aqua (750,000 pairs made), the Air Jordan 6 Maroon (the limited release that wasn’t really that limited) and now the Air Jordan 11 72-10 that will surely have multiple restocks over the next 12 months, the days of kids who ask for their mommy’s credit card to buy stacks of general release retros to make a few bucks might be a thing of the past. But somehow I doubt they’re doing it just to f**k with resellers.
Logical: Actually, They Might Be Doing Just That
Oh, what am I talking about? This is the same brand that has literally created dozens of retros that troll Michael Jordan’s greatest rivals. Of course they would make more pairs because now they feel it helps their bottom line. And let’s get something real clear here: if the success and subsequent love of the Air Jordan 1 Shattered Backboard has taught us anything it’s that with the right amount of care, marketing and production numbers, Jordan Brand can sell general release 11s all day and still suck them in with the limited stuff like the 1s and PSNY 12s. They’ll always win and there’s nothing we can do about it…
Illogical: The Nike Kobe 11 Is Coming Soon And They Wanted To Give Kobe The Floor
Haha, hell no.