A Eulogy for the Now-Dead 7-Eleven Branded Nike Shoe
Summer is rapidly approaching, and with it, we hope, will be many occasions for the public to take to the great outdoors. When people do so on either a grand scale or the toned-down one that COVID-19 has forced upon the nation, they will want to rock impressive footwear. Ahead of the Olympic Games, Nike had been looking to release a combo sneaker with 7-Eleven for the former’s Japanese followers, but the pandemic’s postponement of the games caused the partners to scrap the idea and decide against the possibility of giving the shoe a backup audience in the U.S.
Footwear collaborations have always enthused us, especially when the marriage between companies has seemed an odd one. Regarding the 7-Eleven and Nike partnership, although it would not have yielded any kicks U.S. consumers, we had thought this union could resonate as a great branding opportunity, particularly since, as Complex notes, Tokyo-based Seven & i Holdings Co. Ltd. oversees 7-Eleven.
As has been the case with many events and ideas, though, since late winter, COVID-19 had other plans in store, and with the Summer Olympics set to happen in July 2021 now, it seems the merchandising minds behind the shoe did not feel it had any relevance in 2020, due to Japan’s present in-waiting status as the host. It might have made sense to have America pick up the slack because, as we have seen, we love our co-branded footwear items, but that possible secondary release ended up scrapped, too.
While these decisions will leave 7-Eleven to look for other ways to market its Slurpees and Big Gulps, Nike will not have to fret, as Complex noted in another article that the shoe and apparel behemoth will soon unveil a Ben and Jerry’s sneaker. Through that move, Nike will hope, in the wake of the miscue with 7-Eleven, that another tie with an entity known for its cold products will meet with a warmer reception.
Good night, sweet 7-Eleven Nikes. And flights of Slurpees sing thee to thy rest.