Here’s a very rare look under the hood of Nike's footwear product by platform. By platform we mean Jordan, Shox, Free, Lunar, Air, etc.… The results here look rather simple but it's the result of very detailed and exhaustive analysis of point-of-sale data that we procure from third-party vendors. Aside from the sheer diversity of the product, the most notable callout is that unlike other brands Nike doesn't simply come out with a new platform that simply fizzles out after initial launch. A new Nike platform, in effect, equates to a new business within the company which usually grows over time. Here are a few other takeaways.
- Free and Dual Fusion are the fastest growing platforms – both of which are running.
- It’s worth noting that these two platforms accounted for nearly half of NKE’s growth domestically over the past year. Particularly given that the NKE Free platform only started selling through Europe less than 6-months ago (March/April), which we expect to continue to help offset macro headwinds.
- The ‘other’ platform compiled of all orphan lines and new launches was next followed closely by Jordan. It’s worth noting that both of these platforms have had the most significant rate of incremental growth contribution.
- The ramp in ‘other’ reflects increasing success with new launches suggesting that NKE innovation is as healthy as ever.
Note: special thanks to our All-Star intern Ben Ryan (and Forward for the Nashville Predators organization) for his contribution to this product.