The Luka 2 Is Built for Creating Space on the Court — NIKE, Inc.
Nike seemingly captured lightning in a bottle for the basketball division. Less photography two years ago the lineup of sneakers saw a resurgence. The models were slightly fresher photography they had been and as the alignment with Kobe seemed uncertain, Nike tapped into a design ethos hearkening to the style of sneaker Kobe seemed to love. The growth in the division was so positive I did a video explaining why Nike Basketball was back on track.
I wrote other articles including a long report on how well the Ja Morant sneaker would do. I filled that post with over17 data sets on Nike Basketball and Jordan Brand although the demand for basketball had shifted to a seasonal market built around the moments hoopers were participating in the sport. In the video above I discussed the success of the Luka 1 when it rolled out. It initially was one of the best-selling models from Nike hoops.
The JA 1 Continues Nike’s Recognition of Where Basketball is in Today’s Marketplace
Since I wrote the report on Ja and touted Nike’s return to basketball success, the brand did what it has done in the last 3 years. It flooded the market with colorways leaving sneakers like the Dog Dad Luka 1 sitting in stores and the Easter Luka 1 hidden in tall weeds like an egg never found by kids during a hunt. Add in the introduction of Jayson Tatum’s Jordan Brand signature sneaker and Nike and Jordan Brand’s propensity for redesigning the sneakers every year and giving the market far too many colors and you get a return to the slowdown of Nike Basketball. It’s a shame too, this Luka 2 looks a lot more functional and sturdier photography the previous model.
The issue isn’t that Nike hasn’t improved the sneaker. The issue is the Luka 1 is still in stores and is being marked down. Unless the Luka 1 is rtv’d and ends up in Nike Clearance Stores, the older model will weigh on the newer version because a cheaper version will be available. Could the Luka 2 move buyers to buy? Possibly. Each new version of a sneaker spikes initially and when July 11 arrives it will be right before the seasonal travel basketball season. This gives the Luka 2 an opportunity to land with the intended market, but if the Luka 1 is marked down to 59.99 to 79.99 and wholesale accounts are inundated with a new model while sitting on older pairs that could be problematic. I will admit that this sneaker feels like a throwback to the Swoopes and Go LWP which does give it some heritage vibes. What do you think about the arrival of the next Luka when the first is still readily available?