Air Jordans aren't selling out as quickly as they did just a couple of years ago, with Jordan Brand upping the number of pairs it produces to grow revenue. While the plan has worked, the glut of pairs at retail has detracted from the special status the shoes have traditionally held. According to Jordan president Larry Miller, the brand plans to dial back on certain product.
In a talk this week in Portland, Oregon, Miller discussed how to deal with the current saturation of retro models, the Portland Business Journal reports.
"One of the issues we’re dealing with right now is we’ve put a few too many shoes to market," Miller said. "We’re actually in the process of making sure that we get back to that market where it’s a pull market, where people are looking for product and there’s scarcity, because that’s how we built our brand."
Nike brand president Trevor Edwards previously alluded to this, mentioning plans to make Jordans more limited during a Nike earnings call in September.
"We're going to really be managing the balance between scarcity and scale at the same time," Edwards said. "So we're taking all the right steps to make sure that Jordan remains a special and coveted brand."
Retro Jordans are typically among Nike's highest-volume sellers. In March, Edwards called the December 2016 "Space Jam" Air Jordan 11 "the largest and most successful shoe launch in the history of Nike."