Jordan

Oversupply of once-hyped sneakers like Jordans has caused resale prices to plummet, pushing smaller platforms out of the market and sending the bigger players scrambling to adapt.

Nike is experiencing its worst slump in a decade, even as its competitors thrive. Insiders, athletes and fans pin the blame on changes made over the last few years that led to stalling innovation, disruptive restructurings and uninspired marketing.

Fashion may always be chasing the next big thing, but in the sneaker market, decades-old styles dominate, which experts attribute to forces like nostalgia, the rise of hip-hop, risk-averse business strategies and a cultural obsession with recycling intellectual property.

Nike’s Jordan brand, created in collaboration with NBA All-Star Michael Jordan, is set to open its first dedicated retail flagship in Milan later this month.

As this generation’s spending power and appetite for fashion grows, BoF's research and analysis think tank looks at the most-revered brands among young fashion shoppers.