According to SportsOneSource, a market-research tracking firm, sales of sneakers that retail for more than $100 are up 30 percent on the year. Sales of basketball shoes that cost more than $100 are up 50 percent. Analyst Matt Powell told ESPN that the price for James’ Nike+ tech version — which would be a limited edition — likely will cost closer to $290 than the reported $315.
Whether they’re $100, $200 or $300, the principle remains the same, and we need to drill this lesson into our young people: Genuine self-esteem isn’t based on material possessions; it’s based on values and character traits.
Marketers are in the business of tricking consumers into believing that “things” lead to happiness. If $300 sneakers are a huge success, that’s the market speaking. Don’t blame Nike and James for listening.
What they hear is up to everyone else.