The sneaker game as we know it has changed forever. Gone are the days when you could simply walk into your local spot to cop whatever you wanted straight off the shelf. Now, more than ever, the OG colourways of our favourite silhouettes have become some of the most elusive crep commodities out there. In simple terms, sneaker enthusiasts shouldn’t have to put up with that.
One of the greatest sneakers of all time is set to make a comeback. In the midst of 30th anniversary festivities, the Air Max 90 is prepped and ready for a glorious return in the iconic ‘Infrared’ scheme. Many long-time heads will undoubtedly have a beaten-up pair somewhere in their stash, with their hearts set on reliving past glories when the restock hits retailers. Meanwhile, those new to the game can now revel in a genuine piece of sneaker history. Does this sound too wholesome to be true? Well, it is.
Recent OG retros of the Air Max 1, Air Max 97, Air Max 98, Air Jordan 1, Air Jordan 3, Air Jordan 4, and Air Jordan 11 have all sold out online in a matter of seconds, with queues occasionally building outside storefronts days before the release. Only a fortunate few will be able to add pairs to cart, while most settle for another L, or head on over to the secondary market to score their size.
The world is already crazy enough. The last thing we need to be worrying about right now is copping OG colourways of our favourite sneakers. The community deserves better.
Restocks on Lock
The Air Max 1 ‘Anniversary Red’ headlined 2017’s Air Max Day celebrations, selling out in pretty quick time upon its release. However, by mid-2018, just about everyone who wanted a pair was able to cop thanks to numerous restocks.
Nike are yet to roll out another sneaker in the same manner since, but they’ve shown signs that they could be coming around to the idea yet again. The recent Supreme x Nike Air Force 1 has been slated for regular restocks, while Adapt and Nike SB releases have also appeared covertly on SNKRS. On the flipside, adidas and Yeezy haven’t been afraid of double-dipping on their most popular colourways.
While numbers for these hyped restocks have been pretty low, it shows that regular restocks aren’t as scarce as they seem. If anything, the Air Max 1 ‘Anniversary Red’ showed us how it should be done, and we’d love to see more OGs get the same special treatment.
Share the Love
It’s a no-brainer, but brands need to start addressing low stock numbers. Now, we’re not expecting hyped releases like the recent Travis Scott x Nike SB Dunk Low to drop in ginormous quantities, but there’s definitely room for improvement when it comes to fan-favourite OGs.
In Nike’s case, they’ve already begun rolling out dramatic changes to their distribution strategy, restricting international shipment from numerous retailers. This makes allocation at local stockists more important than ever before.
For Jordan Brand, things appear to be trending in the right direction. In 2018, the Air Jordan 3 ‘Black Cement’ was undoubtedly one of biggest releases of the year, with hefty stock numbers worldwide. A few months later, the Air Jordan 11 ‘Concord’ reportedly became the ‘biggest’ sneaker release of all time, rolling out in unforgettable fashion. The Air Jordan 4 ‘Bred’ release may have caused some minor headaches for some, but pairs eventually found their way to suitors as 2019 rolled on.
Big stock numbers don’t actually blemish a sneaker’s historical significance. So, we can only hope Beaverton have similar plans for the Air Max 90 ‘Infrared’ and other OG archival gems.