Earlier this year (even earlier than it is right now), the forever choppy waters of the sneaker world delivered a crushing wave to retailer shores as registered Nike and Jordan Brand retailers across the world received a letter containing a very abrupt, although not surprising, message.
Initially seen via an Instagram Story from Attitude Inc, an England-based skateboard and streetwear store, the retailer announced that they would no longer be able to ship Nike products outside of the EU. As word spread quick throughout the sneaker-sphere, similar disclaimers began popping up across the internet with stores such as Sneakersnstuff displaying the same message on their website.
The Swoosh's letter stated that ‘effective January 1, 2020 Nike will not permit international shipping (defined as shipping outside of your trading territory) of Nike products to consumers. Shipping to consumers internationally is in violation of Nike Terms & Conditions of Sale. Violation of Nike’s distribution policies may result in corrective actions up to and including discontinuing Retailer access to Nike product.’
This effort to tighten their international distribution chain is not the first of its kind. As control of worldwide distribution becomes shakier and shakier due to resell culture, brands such as Nike have been forced to adapt – meaning that we, the buyers, have to follow suit. By further limiting consumer access to exclusive product, hype for certain products in certain markets inevitably increases. Simply put, the Swoosh are adapting and shifting their weight on the supply vs demand equation.
Could this mean that our chances of copping that sneaker we’ve been dying for just became a little higher? Or perhaps that resell prices are about to skyrocket? At this stage, both scenarios are very probable.