It is clear that Nike has changed the method and form of communication used to announce its new products. We were used to seeing truly spectacular adverts for the launch of new boot packs or for other reasons, but little by little the strategy has become increasingly minimalist, making us miss those creative adverts that were like real films. Unfortunately, things have changed both within the world of Nike and, above all, outside it. What we have experienced (and continue to experience today) has revolutionised the way we do and see things; the pandemic has definitely changed the world as we knew it.
We have also noticed this at Nike, which since early 2020 has had to adopt new forms of communication, adapting to this new reality. The most observant will undoubtedly have noticed that since the start of the 2021/22 sports season, the American brand has had some problems with its products. A clear example is the ‘Football Recharge Pack’, a collection launched in November, which suffered delays in one of its models in particular: the Nike Tiempo Legend.
On the day the Nike pack was launched, we were surprised to hear that the new colourway would only be available on Nike Mercurial and Nike Phantom GT boots, thus excluding Tiempo boots and leaving us with many questions. The situation was very strange, as Nike had not officially announced its leather boot, but elite athletes representing the brand, such as Piqué and De Vrij, were already wearing it. The question we were all asking ourselves was: what is happening with the Nike Tiempo Legend? Has the end of an era arrived?
The answer to all these questions came recently when Nike finally announced the arrival of the elite Tiempo range, almost four months late. However, the situation remained unchanged, as the arrival of the ‘Blueprint Pack’ raised even more questions. Why? You will find the explanation below.
The latest Nike pack has arrived in stages, meaning that the boots in it have been announced on different dates. First we had the Nike Mercurial, then almost a month later the Phantom GT, and we are still waiting for the Nike Tiempo in its FG version. As you may have noticed, this is now the trend that Nike has adopted, but is it a carefully planned strategy or is the American brand simply adapting to the market?
We believe Nike is simply adapting to the production problems caused by the pandemic that we are still experiencing. From this point of view, the delay of the Nike Tiempo and the lack of communication on the day of its launch can be justified. A new Nike pack will soon be arriving to mark the end of the 2021/22 football season. Do you think we will have all three boots at the same time this time, or will the Nike Tiempo Legend be released later? Remember that you can purchase all the products mentioned on the Fútbol Emotion website.
