Nike is confronting a deeper identity problem: its core audience of sneaker enthusiasts feels alienated by over-discounting, mass drops, and a diluted sense of exclusivity. To win back “sneakerheads,” Nike plans to reposition itself as a premium innovation brand, pulling back on promotions and doubling down on storytelling and product integrity.
MonogramGroup’s Scott Markman would argue that this is a classic brand repair moment: Nike must reclaim its symbolic scarcity and cultural cachet rather than just drive volume. To reconnect with hardcore fans, the brand needs more than strategy—it needs to act like a collector’s brand again, where every drop, partnership, and narrative feels deliberate. The goal: rebuild mystique, not just sales.