Nike MAG Shoes: Was This Promotion a Missed Opportunity?
The Nike MAG. You might not recognize the name, but if you consider yourself a geek (like most of us here) or if you’re a shoe nut, then you probably have a good idea. If you’re both, well, then this is a dream come true!
Does the term POWER LACES ring a bell? That’s right. I’m talking about Marty McFly’s sweet kicks from Back to the Future II. These Nikes are possibly the most famous sneakers of all time (of all time! Thank Kanye) and they have finally become a reality. Known to many as the greatest shoe never made, Nike has sought fit to bring the long desired shoes to the masses — 22 years after the release of the movie. In a grand gesture however, it was not for their own profit. They sold all of the shoes through eBay and 100% of the sale prices went to the Michael J. Fox Foundation for Parkinson’s Research. Some pairs of the shoes went for over $10,000!
Now, on to the issues that Nike MAGs provoke. I’m not one to bash anything for charity (and the money they raised was certainly well deserved), but the timing just seems off. For one, the laces aren’t powered! Excuse me, but the laces are what made the shoe famous! How do you wait 22 years and then release the shoes before they are a fully-realized version of what everyone has been waiting for? The worst part is that the technology is almost there, so why jump the gun and release them now? Can you imagine how much more Nike MAGs would have fetched if the laces were powered?
Would Nike MAGs have fetched more if the laces were powered?
Another reason I say the timing is off is because they just had a big marketing push for the 25th anniversary edition of the Back to the Future trilogy on Blu-Ray a few months back. That could have been an opportune time to release the famous shoes! They could have had something in the box that alerted everyone to the future release, or they could have included a bonus feature or trailer on the disc. But as it ended up, Nike MAGs just kind of popped up out of nowhere with limited notice. They obviously sold for a lot of money, but I just don’t feel they maximized their chance at greatness.
Also, since no one was expecting these shoes in 2011 anyway, they could have easily released them in 2015 (the year the movie takes place), which would have had fans of the movie in delirious excitement! Instead, Nike only teased fans by telling us (in their eBay FAQ page) that if we wanted power laces, we’d have to wait until 2015. I’m not sure exactly what that means. Is that a promise, or only an homage to the movie? If they release the MAGs again, then all of the initial excitement would have dissipated.
So what’s the point here? They made tons of money, right? For charity, no less. My point is that this Nike promotion and release could have been done better. Timing is everything, and better timing would have meant even more money for those who need it the most!
Were you pumped for the release of Marty McFly’s futuristic Nike MAGs? Do you think we’ll see them with power laces in 2015? How could Nike improve on this for next time (if there is one)?