Nike Air Force 1 Hardshell Luggage.

 

Nike has increasingly become a luxury brand in the sportswear sphere based upon the vertiginous prices it asks for its sneakers and clothing.  After all, when charging £250.00 at retail for running shoes such as the Vomero Premium when a de facto luxury brand such as Paul Smith charges £175.00 means you're firmly  entering the luxury realm. The latest example of this being Air Force 1 trainer themed hard shell luggage. 

This is the first time Nike have made luggage beyond gym bags and backpacks.  Which makes sense, as before their luxury pivot they were strictly a sporting brand.  The new pieces are available in black, and are made from polycarbonate, with one side having a Nike logo, and the other side showing the Nike Air Force 1 sole design.  The prices also display the direction the brand is moving in, with cabin and long haul versions costing £300 and £350 respectively.

In our view this is yet another demonstration Nike is shifting towards the luxury segment as it's simply another step luxury producers usually take of releasing multiple product ranges to capitalise on consumers as much as possible.  This is an unfortunate by-product of the general un-affordability of what previously would have been considered everyday items such as sportswear.  If the streetwear culture is considered, we see very casual clothing and sportswear.  However, this stems from this being previously affordable, and the people who wore that bought and styled it in a way that became desirable because that's all they could afford.  Yet in a world where only the wealthy can afford even everyday luxuries, and various factors are increasing supply chain costs, brands have little choice but to go upmarket to survive.