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It was the middle of summer, and the heat was unforgiving.
The only thing that could make this day better was a new pair of basketball shoes.
Even with all the sales, basketball shoes were still too expensive. So I really wanted to know why basketball shoes are expensive.
I had always been a fan of Jordan sneakers, so I knew that I wanted a pair of Jordans, no matter how much they cost.
But I couldn’t spend that much money on a pair of shoes.
How about you? Are you willing to shell out $200 on a pair of Jordans? If you are considering purchasing an expensive pair of basketball shoes, it helps to remember that there’s a reason why they’re so expensive.
If you want to understand why basketball shoes are expensive, keep reading!
Why Basketball Shoes Are Expensive
Here are the reasons why basketball shoes are expensive:
- The brand
- Materials and technology
- A rarity in models or colorways
- Marketing budget
- Athlete endorsements
- Profitability & margin
- Simple economics – shoes are worth as much as a customer is willing to pay
You are Paying for the Brand
When it comes to basketball shoes, the brand is everything. The most popular and well-known brands are usually the most expensive.
Brands like Nike and Jordan have built up a loyal following among basketball fans and sneakerheads alike.
In addition, these brands have built up a considerable amount of goodwill over the years, which also contributes to their high price tags.
Customers are willing to pay more for a pair of shoes from these brands because they know they can count on them to provide a good fit, good support, and good durability.
In addition, these brands often offer unique features and designs that set them apart from their competitors. And because of this loyalty, people are willing to pay a premium for their products.
As a related resource, check out how many pairs of shoes you need for basketball.
Materials and Technology
The biggest reason is that the materials used to make them are expensive. In basketball shoes, materials like leather, suede, and other high-quality fabrics are often used.
Unfortunately, these materials can be costly to produce, which drives up the cost of the final product.
Nike Basketball Shoe Technology
One of Nike’s basketball shoe technology centerpieces is the Nike Zoom Air unit. Nike Zoom Air is a Nike cushioning introduced in 1995.
It contains two layers of material: an elastomeric foam topping and a pressurized air pocket beneath. The combination of these materials provides Nike Zoom Air with its unique properties.
The foam topping acts as a shock absorber, while the pressurized air pocket supports and rebounds.
In recent years, Nike continued to develop new technologies to improve the performance of its Zoom Air cushioning. For example, the company introduced a new type of elastomeric foam lighter and more responsive than the original material.
Nike also developed a unique process for injecting air into the pressurized air pocket, allowing greater control over the amount of pressure inside the pocket.
These innovations have made Nike Zoom Air one of the most popular types of cushioning among athletes and shoe enthusiasts.
The price is often determined by rarity when it comes to basketball shoes. Rarity exists in two forms:
- Number of shoes released
- Specific rare colorways
Number of shoes Released
The more limited the release, the higher the price tag is likely to be. This is because collectors are willing to pay a premium for shoes that are hard to come by.
A shoe may even be discontinued in some cases, making it even more valuable. But, of course, not all rare shoes are expensive. Some may be less popular, which can make them more affordable.
The Jordan Brand (check out some cool Jordans here) released several popular colorways over the years, but some are rarer (and more valuable) than others.
For example, the Air Jordan x Fragment’s design is considered one of the best among sneakerheads. Its clean, all-black colorway is made with high-quality materials, making it extremely rare.
The collaboration between Air Jordan and Fragment Design, a Japanese brand run by artist Hiroshi Fujiwara, resulted in this limited edition shoe.
Sneakerheads highly covet this shoe because of its rarity and desirability. The Fragment Design logo on the heel makes it even more popular. If you’re lucky enough to own a pair of these shoes, consider yourself part of a very exclusive club.
Nike has consistently been one of the top advertisers in the world, spending billions of dollars every year to promote its products.
This extensive marketing campaign has helped make Nike one of the most recognized brands globally, and its iconic slogan, “Just Do It,” is now synonymous with athletics and success.
This money also doesn’t just come out of thin air. It’s reflected in the price of their basketball shoes.
To justify such a high marketing budget, Nike needs to charge more for its products. And because basketball shoes are one of Nike’s most popular products, they often come with a higher price tag.
Nike throws troves of resources into creating mesmerizing advertisements to maintain their status.
For the past eight years, Nike has spent over $3 billion per year consistently on advertising.
A perfect example of this is the Nike Basketball Freestyle commercial. This commercial was turned into a spot that resembled a music video and featured famous basketball stars like Vince Carter, Darius Miles, and Lamar Odom.
The commercial was so successful that it helped Nike sell millions of dollars worth of sneakers. Nike knows how to create captivating advertisements that capture the attention of its target audience.
Here is a clip of the commercial (it still remains fresh in my mind even 15 years after its release):
In addition to its marketing efforts, Nike partners with some of the biggest names in basketball, including LeBron James and Lamar Odom.
These partnerships have helped to cement Nike’s status as a top basketball brand.
In 2016, LeBron James signed a lifetime contract with Nike.
This gargantuan amount of money comes out to around 30 million dollars per year.
This deal not only cements LeBron James as one of Nike’s most prized athletes, but sets a new precedent for how much corporations are willing to pay celebrities for endorsement deals.
Since Nike is paying LeBron James, this cost gets passed onto the consumer at higher prices. Of course, you’re also paying for the quality of the product when you purchase a Nike basketball shoe.
But it’s essential to keep in mind that some of the cost is due to the company’s need to recoup its investment in LeBron James.
Product placement is the practice of placing products in movies, television shows, or video games as a form of advertising. Product placement often involves payment by the company to the creators of the work in which their product appears.
If Nike pays for their shoes to appear in a movie or TV show, consumers will absorb that cost at higher prices.
Profitability & Margin
If you want to learn why basketball shoes are expensive, then you need to take into account profitability and margin.
A company needs to generate a profit to stay in business, so it will typically build a margin into the cost of its products.
Basketball shoes are one of the most popular types of sneakers on the market, and they can range in price from around $50 to $300 or more.
In addition to the number of factors, including the cost of materials, the brand name, and marketing expenses, one of the most critical factors is profitability.
In other words, the company will charge more for a basketball shoe than it costs to produce it to make a profit.
Of course, this can vary from company to company, but it’s important to remember that profitability is a key factor in determining the price of any product.
Producers Charge As Much As Consumers Are Willing To Pay
Producers can charge as much as consumers are willing to pay because there are always people who are willing to pay more for the latest pair of shoes.
The law of supply and demand is a basic economic principle that explains how prices come to be in a free market.
If there is high demand for a good but limited supply, the price of the product will be high.
If there is low demand for a good but plentiful supply, the price will be low. For example, in the case of basketball shoes, there is higher demand than supply for the best basketball shoes.
This combination results in a high price (and even higher prices on resale markets). In other words, producers can charge whatever they want because there is always someone willing to pay that price.
Frequently Asked Questions
Do Basketball Shoes Really Make a Difference?
Yes. There’s no question that basketball shoes make a difference. The right pair of shoes can help you jump higher, run faster, and jump further. They can also help you protect your ankles (by preventing sprains) and make sharp cuts without slipping.
What Is The Function Of Basketball Shoes?
Basketball shoes are designed to protect your feet and ankles from the rigors of the game, while also providing the necessary traction and stability to help you perform your best. Learning how to tie them correctly immensely helps in that regard.
Are Basketball Shoes Worth It?
Yes! Basketball shoes are essential for traction and ankle support, preventing injuries. And, as a bonus, a good pair of basketball shoes can give you a bit of an edge over your competition.
What Is Special About a Basketball Shoe?
Basketball shoes have unique characteristics such as:
- Extra ankle support.
- Heavier materials than other types of shoes provide more traction and stability.
- Rubber sole for gripping the court surface.
Do NBA Players Have to Pay For Their Shoes?
No, they don’t. They get paid to wear them! NBA players have contracts with shoe companies like Nike and Adidas, and part of that contract is that the company will provide the player with a certain number of free shoes each season.