Do You Like Multi-Shoe Packs?
words // Luis Sanchez
Multi-shoe packs are absolutely nothing new in the world of sneakers.
We've been hit with combo releases for almost a decade now, offering up some of the most coveted shoes ever. We've seen the Jordan Brand celebrate historic moments in MJ's career, as well as cater to collectors with the memorable monthly Countdown Pack Collection during their 23rd anniversary. Nike Sportswear and Sole Collector took things to the next level back in 2011, hitting the streets with the SC Penny Pack, a crated-up five shoe pack celebrating Anfernee Hardaway's iconic signature line.
But are multi-shoe packs really liked that much by consumers? Or are they more so just something that's become accepted in order to get the shoe you really want?
Releasing multiple pairs of shoes together provides a few advantages for footwear companies. Most notably, it offers an opportunity to dive deep into storytelling with the grouping of meaningful shoes such as the Air Jordan VI and Air Jordan XI, part of the Defining Moments Pack that celebrated Michael's two three-peats. Offering more than one shoe allowed for the Jordan Brand to tell a full story with two of the most significant models in the Air Jordan line.
Another good example of a great combo pack was introduced last year by Asics. They celebrated a meaningful moment in their history and paved the way for the future with the Gel-Kayano 20th anniversary pack, featuring the original '93 Kayano and the 2013 Kayano 20. The duo covered the brand's performance-minded consumers while also catering to the fast-growing crowd of collectors scooping up retro runners.
While multi-shoe packs might be great in a number of ways, they still bring upon some undeniable disadvantages. More than one pair means a higher than usual retail price, which automatically limits the release to a select crowd that can afford them. Multi-shoe packs can also push away non-collectors who just want one of the shoes offered. And like we saw with multiple Countdown Pack releases by the Jordan Brand, multi-shoe packs can easily be a failure if one or both shoes aren't that appealing to consumers. Proving their failure, we saw multiple Countdown Packs hit the sales rack during their original releases back in 2008. Not many people were willing to drop $300 for a combination of the II and XX1.
Is it really that big of a deal? Have you ever passed on a multi-shoe pack because of retail price, or because you didn't like one of the shoes offered? Or are you all for packaged releases that help grow your collection, while sharing detailed stories?
Join the conversation in the comments below to share your thoughts, and let us know if you'd still welcome multi-shoe packs in the future, and if there are any particular pairings you'd love to see ahead.