Why is this Nike store destroying some of its most popular sneakers? – Shoe News
On Tuesday, a Twitter user made a shocking discovery outside the Nike store in New York’s Soho neighborhood.
Piles of some of the brand’s most popular shoes – including models such as the Nike Air Force 1, Air Presto, Kobe AD and Kyrie 3 – had been cut up and thrown into clear trash bags on the sidewalk. The tags attached to the destroyed sneakers bore notes such as “obsolete” and “no box”.
“Hey @nike! You say you don’t throw away your shoes, but I saw your SoHo store doing just that! What’s up?,” wrote Ryan Matzner.
Matzner recalled a story that made headlines in 2010 about H&M intentionally destroying unworn clothes and wondered if Nike was “doing something similar,” according to his tweets.
The tweets caught the attention of The New York Timeswho spoke with Matzner to try to make sense of the trashy kicks.
According to Matzner, the bags included left and right pairs of shoes that had been cut from heel to toe. Further searches revealed destroyed T-shirts and sweaters, none of which were salvageable.
As the NYT noted, it’s not unusual for a retailer to intentionally destroy a product that can’t be sold in order to maintain brand prestige.
“If they had been usable, we would have made them available to people. As we went through the bags, a homeless man stood on the street nearby and watched us. It was ridiculous,” said Lauren Wagner, a friend of Matzner.
Nike spokesperson Joy Davis Fair shared the following statement with Shoe News: “Our goal is to ensure that we always offer the best products to our consumers. We are committed to sustainability throughout our value chain. A small amount of product in our Nike SoHo store did not meet our standards for restocking, recycling or donating, so it has been disposed of. When the product does not meet our standards because it is returned defective, a display shoe without complete pairs, or is damaged, we do not resell or give away that product. We have it. We regularly donate clothing, equipment and footwear to nonprofit organizations around the world. »
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