Five Ways to Save the Nike Book 1 Launch

Phoenix Suns guard Devin Booker's first signature sneaker can be saved through five easy steps.

First impressions are everything in life - especially in business. Nike has done an uncharacteristically poor job of executing the rollout of Phoneix Suns guard Devin Booker's first signature sneaker.

It all began when Booker did not wear the Nike Book 1 at NBA Media Day and got worse when fans learned the first colorway was limited to 500 pairs. To make matters worse, the notoriously fickle sneaker community has groaned about the uninspired colorways Booker has worn on the court.

All of the criticism of the Nike Book 1 came to a head this weekend when Booker acknowledged issues with the launch of his debut sneaker. Luckily, a basketball shoe cannot be ruined before it is even truly released to the public. FanNation Kicks has five easy steps to saving the launch of the Nike Book 1.

5 Steps to Saving the Nike Book 1

Five easy ways to fix the rollout of Devin Booker's Nike sneakers.

Increase Inventory

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We will start by offering Nike some free (and unsolicited) advice: consumers hate artificial scarcity. The limited supply of Kobe Bryant's retro sneakers has been a slap in the face to loyal fans, and Booker does not have Bryant's cultural cachet.

Nike is not the only offender in this category because every brand wants the debut colorway of a newly-launched sneaker line to sell out. But the Nike Book 1 remains largely unknown in the basketball community because no one can get their hands on a pair.

Creative Storytelling

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No brand can tell a story better than Nike. They convinced an entire generation of basketball fans that a pair of shoes could help them take flight like Michael Jordan. Booker is a rising star with an incredible story of a midwestern kid who became the youngest player to score 60 points in an NBA game. Use this opportunity to create a narrative, not a mystery.

While we do not see many commercials for basketball shoes anymore, it is not unheard of. Adidas launched James Harden's signature line in 2017 with a massive marketing blitz that included commercials. At least hold some events, giveaways, or something, anything.

New Colorways

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It is always cool to see a player pay tribute to a brand's rich heritage, and we all know Booker has a strong affinity for the classics (cars, clothes, and sneakers). However, it is way too early to start dipping into the past. The Nike Book 1 cannot make a name for itself when it is recycling old ideas from iconic sneakers of yesteryear.

Phoenix has some of the sharpest uniforms in the NBA, and the design of the Nike Book 1 could lend itself to some excellent color-blocking. Utilize the materials to your advantage with colors that pop off the shoe and set a new generation of sneakerheads' minds on fire.

College Colorways

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Why are there no player-exclusive colorways of the Nike Book 1 being worn in the NCAA? Do not tell us that it is impossible because Ja Morant and Sabrina Ionescu's first signature sneakers were reimagined in several collegiate colorways for Nike schools.

Booker's alma mater, the Kentucky Wildcats, should at least get its own colorway. Better yet, try to make the Nike Book 1 the go-to shoe for college hoopers. Market it as a favorite among Gen-Z hoopers.

Nike By You

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Back in the golden era of Nike Basketball, online users could spend countless hours customizing their favorite hoopers sneakers. NikeiD has been rebranded as Nike By You and does not feature nearly the same level of options as it did well over a decade ago.

Nevertheless, crowdsource some ideas to generate buzz. Again, Ionescu's debut sneaker (pictured above) has been a hit on Nike By You. In fact, go back and look at everything that was done for the Nike Sabrina 1 and recreate it for Booker.

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