Performance basketball is in an odd place. Not a bad one, but an odd one.
For Nike Basketball, said sector has always been about both heritage and innovation. Whether it be the Air Force 1 or the first few Air Jordan silhouettes, there was a streamlining of sorts. Aesthetic and performance cues kept the storyline in tact, bridging the gap between upcoming product and new developments. Innovation is something we all look forward to in life, but especially in sportswear. Nike being more of a marketing company first, there’s been a hard sell on innovating for the future and the unknown. Seeming to struggle now with crossover appeal, Nike Basketball has been stagnant for about the last decade at least, if not longer in making sneakers for players and fans alike to wear off court. They tried briefly with an EXT iteration of signature models, but those just ended up at outlets across the nation.
I say they stop focusing on the extremes and continue to push the boundaries of fusion.
One way to do this is to think long and hard about what could’ve been the best era of Nike Basketball. In my opinion, it was the era of the Alpha Project. And that’s why they should bring it back. Here’s how they should do it…
Focus on advertising. From a marketing perspective, use some of the older horses in the stable like Wieden + Kennedy to direct revamped versions of spots like Boing or the Nike Freestyle commercial. With a slew of new talent that doesn’t already have Nike signatures, this is a way to bring attention to the Alpha Project.
Hone in on individual playing styles for the players and give them a sense of personability. De’Aaron Fox is a young, likable guy who happens to scream Kameha after draining a shot. His speed is uncanny and with a guy like John Wall his opposite, there’s no telling how an ad spot would look. Jayson Tatum has a smooth game that’s as pure as a nun. Pair him with Ben Simmons, Devin Booker, the Greek Freak, Anthony Davis, Draymond Green, or KAT and Boogie Cousins, or even Markelle Fultz and D.Loading…You get the picture. You have to cater to these guys’ individual styles as humans and ball players respectively to sell product. That’s what enhances the aesthetics and makes an ad campaign semi-transparent. Sell the youth on the idea that they are the future. Because they are.
Bring back the best silhouettes and don’t butcher them like you did the Hyperflight. That whole lightning theme and animal prints were a horrible idea and that’s another reason those ended up at outlets. They might’ve the first time but screw it. Every other new basketball shoe is ending up in the same place. Keep the price affordable and watch them sell in respectable quantities. You have to do a better job of storytelling. So if you can bring back Gary Payton signatures and have him talk up one of these young cats’ game, then do so. KG as well. The same thing applies for Vince Carter. The man is still playing for crying out loud, please pay homage to his game! The thing is, that’s how you bridge the gap and sell product. Get the older guys involved with some of the new players, and let them have some fun. Ultraflights, Flightposite 3s, Zoom Flight 2K3s and Shox BB4s amongst others are all great silhouettes to rollout from the five dots. Just don’t cut corners.
Explain what the five dots are. Most people have no clue that the five dots on a Nike shoe are indicative of The Alpha Project. You can easily brand T-shirts, hats and headbands with the five dots once people get a proper understanding of the concept. Similar to ACG. Nike, you have the NBA licensing. I would speak more in-depth about the Presto but this is about basketball right now. So please, focus on educating your consumer. They would most likely grow to appreciate the concepts now. Absence does make the heart grow fonder and here’s how they could bring it back on the basketball court.
Nike Air Flightposite 3
Giannis Antetokounmpo’s new Nike deal could lead the way for the Alpha Project. With him sporting the Flightposite 3 alongside Anthony Davis, whose game is very much similar to “The Greek Freak’s” with just a little more range, the sneaker could fly off the shelves. With its venomous flare, being inspired by a snake, these players’ length and versatility coincides with the sneaker perfectly. Nike could even bring back The Battleground series for the FP3 and base it off of Giannis’ and Anthony’s style of play.
Nike Zoom Flight 2k3
The Nike Flight 2K3 was special. LeBron even rocked it during Summer League play before he donned his own signature. With that being said, what two better players to endorse this Alpha Project classic than Jayson Tatum and Ben Simmons? Both players have tremendous upside and could finish very closely for ROY. The Flight 2K3 deserves an endorsement from a duo this good.
Nike Zoom GP Series
Gary Payton wasn’t known as The Glove for just any old reason. With his lockdown D and deceptive quickness, his game was a perfect fit for the Alpha Project signatures he rocked. Well, how about letting John Wall and rookie De’Aaron Fox, two Kentucky alumni, have a crack at endorsing GP’s silhouettes? Wall has lockdown D himself with what seems like a chase down block and multiple steals in every contest. Swipathefox is just flat out fast and could possibly be the quickest player in the league already. With The Glove having so many great sneakers to choose from, this could make for an interesting affair.
Nike Air KG Series
Karl-Anthony Towns and DeMarcus Cousins are the best big men in the league. That’s more fact than opinion. With abilities to post up, box out for the boards and step out and drain the three, what better sneakers to wear doing so than that of KG’s? Garnett had an extensive line before he decided to dart away from the Swoosh with some of the coolest silos, making for something smooth to rock in Minnesota and New Orleans, respectively. With Boogie and KAT both being perennial All-Stars, KG’s kicks could get much shine. Don’t forget about the Flightposite 2 either, which was something like a Garnett signature in itself.
Nike Air Zoom Ultraflight
The Ultraflight, a sneaker that’s as sleek as any from the Alpha Project, should be sported by the likes of Devin Booker, Markelle Fultz and D.Loading. After Booker’s 70 point outburst, he should be the leader of this movement while we wait for Fultz to proves how smooth his game really is. In addition, Russell could have some pretty ill black and white blocked Brooklyn PEs as well. Maybe even something special to represent the “Ice in his veins,” translated well by the shoe’s translucent cage.
Nike Shox Series
Draymond Green, Kyle Kuzma and Demar Derozan should all be in a pair of Nike Shox. Draymond and Kuzma could rep for California with West Coast PEs. Conversely, Demar in particular would wear the BB4, along with other Vince Carter kicks, to translate to T Dot. As for Green and Kuzma, put them in the Nike Shox Stunner and let them do work.
*****
With ugly being the new beautiful in 2017, the focus should be on retro futurism. Acknowledging the past while gearing towards the future. That’s what the Alpha Project was and is to begin with. You have so much ground to cover, why not use a Seven Footer to do it for you. Giannis Antetokounmpo is perfect. Or maybe AD. Or maybe KAT. See, the possibilities are endless. Use the five dots to keep the focus on footwear, on and off the floor.
I repeat, retro futurism. That’s the sole provider.
