Has Nike changed its strategy for boots?

Only in 2016 Nike released nine different versions of its "Hypervenom 2.5", practically a model every three weeks, but today, in 2021, the swoosh has put on sale a single pack "the Motivation" with new colours for the Mercurial, Phantom GT and Tiempo. The American company, as also reported by Footyheadlines, now seems to have changed its strategy even for players who have a premium contract. In the 2010-11 season alone, Cristiano Ronaldo, who has always been Nike's image man, wore around eight different models, while this year he wore just two, if we also count the special edition Mercurials made for one of his many records. 

This strategy was probably due to the large losses recorded during the pandemic period, which forced most sportswear brands to rethink their choices. Until now, Nike had always given its boots an important role, periodically releasing new ones, far more than competitors such as PUMA or adidas who are used to releasing four packs in a sporting season. In general, Nike's marketing strategy has changed, because the focus on certain issues has also changed, and therefore, sustainability, social injustice and climate emergency are some of the new objectives that Nike wants to meet - Mathieu Flamini explained this well in this interview. 

However, the American company has always paid particular attention to boots in its iconic commercials. This choice will also make players happy, as they will no longer have to change their boots every three weeks. Even if Nike now risks losing one of its best prospective players, such as Erling Haaland. The Norwegian has received a first offer from PUMA, who are keen to secure the Borussia striker after having snatched Neymar from the swoosh. The separation does not worry the brand too much, also because it is an input from Nike very often. It is the brand that goes to the players and, a year before the break in the relationship, communicates that the agreement will not be renewed. In these cases," says The Athletic, "the player no longer receives the same economic treatment and the exposure and general publicity is also changed. In practice, the exposure of a player by Nike is limited.