Written by Matt Welty (@MatthewJWelty)
On Wednesday night, sneakerheads got themselves in a rage: They had found out that a skate shop in Carmel, Ind., Rise Skateboard Shop, was going to charge people who didn't skate $216 for the "Tiffany" Nike Dunk SBs. But if customers were to show up on release day (tomorrow) with a skateboard in tow, they'd be able to purchase the sneakers for box price. As fucked up, backwards, and unfair as the practice of selling release-date sneakers for double the $108 price that Nike suggests it should be, I'm here to tell you I'm totally cool with it.
COUNTERPOINT: Why It's Lame for Skate Shops to Sell Nike Dunk SBs for Over Retail
Let's start at the core of this issue: Even though there is a manufacturer suggested retail price (MSRP), it's just that—a suggested retail price. For years, skate shops have sold their most-anticipated Nike SB releases, Dunks in particular, for way over than that. But Nike SB hasn't seen a big release, such as the "Tiffany" Hi, in quite a few years.
(Via Nicky Diamonds)
When I first got into Nike SBs, right around 2006, it wasn't unheard of to pay $120 for a pair of Dunks that should have retailed in the $70 range. I went to my local skate shop, Identity in Portsmouth, N.H., and wanted to purchase the "Brian Anderson" Nike SB Dunk His. I flipped over the price tag, and it read, $200. I was shocked. Air Jordans didn't even cost that much at the time.
It's the American way. A free market lets a store sell the product for however much they want, and if the consumers aren't down with it, they vote with their dollar.
Then, the shop employee, Matty, told me, "We only put those prices on the sneakers to see if people actually pay them."
I ended up paying $150 for the "Brian Andersons," which was way over retail. But they were the only SB account within 40 miles, and hooked me up on T-shirts from The Hundreds and five-panel hats from RAW. It seemed like a fair trade.
The shop was independent, and selling the sneakers for over retail kept them above water. It seemed like everyone benefited. We lived in an area where it was easier to buy a pair of boat shoes or an oxford shirt than a pair of Tier Zero sneakers and a graphic tee.
But sneakers aren't the only industry who deals with regional price gouging. Not every McDonald's has a Dollar Menu, and have you ever bought a bottle of Coke at Disney World? It definitely isn't $1.80.
It's the American way. A free market lets a store sell the product for however much they want, and if the consumers aren't down with it, they vote with their dollar.
There are other stores besides Rise Skateboard Shop who will be selling the "Tiffanys." If you're not down with the concept of a free market, I'm sure there are stores in Canada who will be selling the Tiffanys, too. And tax considered, they'll probably cost nearly as much as the shops who are selling the sneakers above retail.
(via Nicky Diamonds)
Those who are really down for this release will shell out the big bucks. Realistically, the "Tiffanys" will sell for much more than $216 on the secondary market. It sucks for people to pay over retail for a pair of Dunks with Zoom Air in the heel, but the value of the "Tiffanys" isn't in the sneaker's technology. It's because people want a pair of affordable Tiffany Lows, which currently sell for much more than three times the price Rise Skateboard Shop is asking.
The real fool, however, isn't the shop selling the sneaker for way over the retail price: it's the consumer. No one is forcing them to buy a pair of Nike sneakers from the core skate shop. To the guys at the skate shop, their culture will exist whether Nike is involved or not. The hyped sneakers landing at their store is just a happenstance. The sneakerheads coming to purchase the "Tiffanys" are viewed the same way that New Yorkers look at tourists - just people passing by. So, why not make a quick (extra) buck?
