Nike Admits They Made Too Many Jordans

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Издатель Oct 6, 2026

Nike oversupplied Jordan retros to chase short-term numbers, and now that strategy is backfiring at retail.

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For years, Nike flooded store shelves with constant retro drops, diluting the hype and pushing pairs straight to clearance racks. On Nike's latest earnings call, CEO Elliott Hill officially admitted the company oversupplied iconic retro models and announced plans to deliberately slash release frequency and volume to bring back scarcity.

With Jordan Brand revenue down mid-teens and overall Nike revenue dropping 4% year-over-year, recent releases—like $215 Air Jordan 12s—are hitting Nike Factory Stores at an extra 30% off just weeks after launch. Meanwhile, buyers are shifting toward brands like New Balance, Asics, and Hoka for comfort. Can Nike actually re-train shoppers to pay full price again, or have consumers moved on for good?

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