The sneaker industry has always been a battlefield of iconic designs, with the Air Jordan 1 reigning as the undefeated champion for several years. However, the tables have turned in 2022, as a surprising contender has taken the throne.
According to the latest Alias Seller Report, Nike Dunks are now outselling Air Jordan 1s, marking a significant shift in the market dynamics. Let’s delve into the data and explore the reasons behind this unprecedented surge in popularity for Nike Dunks.
Dunks vs Air Jordan 1s
The Alias Seller Report for 2022 relied on in-house data from major sneaker platforms, including Alias, GOAT, and Flight Club, covering sales from January 1 through October 31. This comprehensive analysis revealed that the Nike Dunks surpassed Air Jordan 1s in terms of overall sales for the first time ever in 2022. It’s worth noting that the Air Jordan 1 dominated as the top-selling silhouette from 2019 to 2021, making this shift even more surprising.
In February 2022, the tides began to turn, with daily sales of Nike Dunks surpassing those of Air Jordan 1s for the first time in history. By July 2022, the year-to-date sales figures solidified the Dunks’ lead over the long-standing Air Jordan 1s. Remarkably, Nike Dunks accounted for a staggering 53% of all Nike sales, indicating a clear shift in consumer preferences.
Nike Dunks Revival
The sudden rise of Nike Dunks can be attributed to several key moments in recent sneaker history. In January 2019, when OFF-WHITE founder and Nike collaborator Virgil Abloh sported the Nike Dunk High “Syracuse” during Paris Fashion Week, it triggered a wave of interest and nostalgia for this classic silhouette. The momentum continued with the release of three OFF-WHITE x Nike Dunk Lows inspired by the beloved “Be True To Your School” collection in December 2019.
March 2020 marked another pivotal moment as Nike decided to bring back the coveted “Syracuse” and “Kentucky” Dunk Lows in their original form, tapping into the retro trend. The crescendo reached its peak in August 2021 when Nike released the OFF-WHITE x Dunk Low “The 50” collection, further fueling the hype around Nike Dunks.
In addition to Abloh, Jordan Brand collaborator Travis Scott added hype to the silhouette by rocking classic Nike SB Dunk colorways and eventually releasing his own with the Travis Scott x Nike SB Dunk Low in early 2021.
Panda Dunks
Among the various Nike Dunk iterations, the “Panda” Dunk Lows, released on March 10, 2021, emerged as one of the most sought-after colorways. The popularity of these sneakers extended to the high-top version, and Nike even made them available in full family sizing, catering to sneaker enthusiasts of all ages.
The appeal of the “Panda” Dunks lies in its versatility, making them a favorite choice for sneakerheads worldwide. Whether dressed up or down, the “Panda” Dunks add a stylish touch to any outfit. Additionally, the average profit margin on a pair of “Panda” Dunk Lows in 2022 was an impressive 144%, with the highest recorded sale reaching a jaw-dropping $1,000.
To meet the soaring demand, Nike has been consistently restocking both the low and high-top versions of the “Panda” Dunks, proving their enduring popularity among consumers.
Conclusion
The 2022 Alias Seller Report unveiled a groundbreaking shift in the sneaker industry, with Nike Dunks surpassing Air Jordan 1s in sales for the first time ever. This meteoric rise can be attributed to strategic releases, retro revivals, and the resounding success of the Panda Dunk colorway.
As consumer preferences continue to evolve, Nike has shown its ability to adapt and create new hype around classic silhouettes, ensuring its dominant position in the ever-competitive sneaker market.
