Singles’ Day is by far, the world’s largest consumer holiday in the world. Taking place on November 11, the holiday has become every retailer’s dream, as the numbers of annual sales made from that day alone overshadow the products sold on big holidays like Black Friday and Cyber Monday. Of all the retailers, Nike takes the lead.
Nike on Singles’ Day
With Nike being the top sneaker and athleisure brand in the world, it is no surprise that they have dedicated themselves to ensuring they are well prepared for Singles’ Day. In 2017 alone, the company set up 12 distribution centers across China, where any order before noon Shanghai time received home delivery as early as that afternoon.
Image via Nike
Furthermore, Nike set up its digital marketplace to accept all modes of mobile payment in China, allowing for their user base to grow by 900 million users in 2018. This accounted for 85% penetration of total internet users in the market. There were over 200,000 people served by Nike employees through a 1:1 interaction at the peak hour of Singles’ Day. All of this helped Nike become the top apparel-industry seller on Tmall in 2017.
With Singles’ Day nearing its head in a few weeks, we look at some of the top shoes by Nike that pay tribute to this holiday.
Air Jordan 4 Retro ‘Tattoo’
Shop Air Jordan 4 Retro ‘Tattoo’ on Novelship
The Air Jordan 4 Retro ‘Tattoo’ goes back to its 1989 origins, with a leather upper covered in a black-and-white basketball print. Contrasting with the Fire Red accents along with the molded eyelets and outsole, the Chicago Bulls-inspired colourway is visible all across the shoe. The sneaker was exclusively released in China on November 11, 2018.
Air Jordan 4 Retro ‘Singles Day’ WMNS
Shop Air Jordan 4 Retro ‘Singles Day’ WMNS on Novelship
Released as a special edition for Singles’ Day, the Air Jordan 4 Retro ‘Singles’ Day’ is a beautiful bright red sneaker with black accents and a beige gum rubber outsole. Interestingly enough, the red upper is paint that can be rubbed off over time, only to reveal an exquisite floral print on white leather, which is what makes this sneaker a favourite amongst sneakerheads. Released on Singles’ Day itself two years ago, this is definitely a silhouette many people want to have, due to its exclusivity and unique design.
Air Force 1 Low ‘Black Skeleton’
Shop Air Force 1 Low ‘Black Skeleton’ on Novelship
With Halloween and Singles’ Day rearing its head, the Nike Air Force 1 ‘Black Skeleton’ is a classic silhouette that has been quite popular in the years prior during these days of celebration. Made out of black leather, you can see a skeleton foot design covering both sides of the shoe, giving the sneaker an eerie, yet cool aesthetic. The skeletal design also covers the Nike Swooshes on both sides, with the sole of the sneaker coming in a translucent gray color. The word Nike is spelled out in bones across the tongue of the shoe, completing the skeletal theme.
Air Jordan 5 Retro ‘Island Green’
Shop Air Jordan 5 Retro ‘Island Green’ on Novelship
Blue and green accents are highlighted across the Air Jordan 5 Retro ‘Island Green’. Living up to its name, the upper gives off a cool ocean vibe. This high-top sneaker appears bulky at first, but it’s design only lends to its comfort and durability. The white wavy design along the upper leather is symbolic of the island vibe the shoe exudes. There is also a visible gum bubble under the shoe giving the sneaker that extra cushioning.
Air Force 1 Low ‘Metallic Gold’
Shop Air Force 1 SP ‘Liquid Metal – Gold’ WMNS on Novelship
The Air Force 1 SP ‘Liquid Metal – Gold’ WMNS is an exclusive release for women, released in a brilliant white and metallic gold colourway. You can see the classic Air Force 1 silhouette in the design of the shoe, yet the unique reflective shine that the sneaker shows makes it pop more than any other typical Air Force 1. The entire upper is constructed of a shiny texture, with external stitching visible throughout the shoe. The sneaker also has a large white midsole which contrasts with the rest of the gold aesthetic.
Be the Hottest on Singles’ Day
On November 11, Novelship will be finishing off their Members-only Raffle Draw to help users find their perfect pair of sneakers. Participants of the Members-only Raffle Draw will stand a chance to win the hyped-up Civilist Berlin x Nike SB Dunk Low ‘Heat Map Thermography.’ It’s super easy to participate – all you have to do is log in or create an account, and spin the wheel! ’ All participants will get ONE raffle entry by default, and a digital scorecard to track your daily progress.
