The Nike Go FlyEase release was the latest failure of the sneaker culture

After a long teasing campaign which also stopped at Jimmy Fallon's studio, the Nike Go FlyEase saw its launch in the United States, resulting in a series of controversies that have once again highlighted the brand's policy in terms of distribution. Given its hands-free nature, the sneaker doesn't require the use of hands to be tied and unfastened, the Nike Go FlyEase was immediately presented as a shoe designed with the goal of being accessible to all, thus going to help that segment of brand's users affected by physical and motor disabilities.  

As often happens in the sneaker game, however, the release was the target of bots and resellers which managed to rocket the price of sneakers up to $500 by creating certain attention around the case. The attention that originated from a TikTok that went viral in the days following the release, in which the young creator and sneakerhead Louie Lingard highlighted the hypocrisy of Nike and its policies: "The sneaker has been hyped and appreciated for its inclusiveness and accessibility to people like me, suffering from disabilities, to the point of making them unavailable thanks to resellers and bots that they grabbed them by increasing the price." 

If a large part of the sneakerhead world has now accepted the difficulties of buying a sneaker at its retail price, in the case of the Nike Go FlyEase the reasoning can and must be different. Sold as a solution designed to help people with disabilities, FlyEase technology can only really fulfil its task after a change in mentality by Nike, linked to the idea of limited releases even in an extraordinary case like this. While some Nike sneaker models with FlyEase technology are relatively simple to find, it's impossible not to notice a contradiction behind the limited launch of a shoe that had Bebe Vio as its main testimonial. If this is the sneaker game, it would be appropriate to say that "the game is nice when it doesn't last long".