Sneaker Freaker

Where the cunning linguists at Nike erred was nominating the pack with such a definitively solitary title. I could be arguing over semantics but if you call it ‘One Time Only’ in big neon lights, wouldn’t you think the whole idea should be immediately retired after the original release? It’s like John Farnham having his national farewell tour five times over, then doing it again to milk the cash cow til the udders literally fall off. It’s a cynical exercise that punters grow quickly to loathe as it jacks up prices in the short term, eroding the emotional nexus between brand and acolyte quicker than battery acid.

Indeed we only needed to wait a few nano seconds before the whole 360 hybrid idea popped up again (Second Time Only anyone?) with a host of drab/zany colours to keep it afloat. As Gomer would say, “Surprise, surpise!”