I’ll admit it…I’m a sucker for the classics.
Give me a crisp pair of Air Jordan 1 Lows or Nike Dunks in a fresh colorway and I’m good. They’re effortless, they go with everything, and they make you look put together without even trying.
There’s something about their shape, the colors, the nostalgia. They don’t scream “look at me,” but if you know, you know.
And I’m not the only one who feels that way. These styles have had a stranglehold on streetwear and casual fashion for years.
At one point, it felt like every other person walking into a coffee shop was wearing some version of a Panda Dunk.
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But if you’ve been trying to buy a new pair lately and coming up short…you're not imagining it.
Nike is quietly cutting back on these once-iconic sneakers.
Fewer drops. Less shelf space. Slower restocks.
The same styles that used to drive hype and dominate resale markets are now being phased out. Not because people stopped loving them—but because Nike’s strategy is changing.
It’s a major shift and most customers won’t see it coming.
Especially if, like me, they assumed their go-to pairs would always be there.
Image source: Edward Berthelot/Getty Images
Nike reveals why it’s scaling back on some of the classics
In its latest earnings report, Nike revealed something surprising: the sneakers that once built the brand are now dragging it down.
According to CFO Matt Friend, Nike’s classic footwear franchises (including the Air Force 1, Dunk, and Air Jordan 1) declined more than 30% in the fourth quarter. That alone created nearly a $1 billion revenue headwind.
And Nike isn’t trying to fix that decline. It’s actively pulling back. The company says it's intentionally “right-sizing” those franchises to make room for new performance and sport-led products.
In other words, Nike doesn’t want these shoes to carry the business anymore.
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CEO Elliott Hill put it bluntly: “We set out to aggressively right-size three very important franchises.”
Instead, the company is doubling down on running, training, and basketball. And while new models like the Vomero 18 and A'ja Wilson's A-ONE are gaining traction, they haven't scaled fast enough to offset what Nike's walking away from.
The transition has been painful. Revenue is down 12%, and Nike Digital (the channel where many of these classics sold) is down 26% year-over-year.
But Nike insists this is part of the plan. The brand calls it a “sport offense” and says it's time to reset for long-term growth.
Nike’s latest changes might frustrate longtime fans
If you’re a fan of the classics, this isn’t great news.
Nike isn’t flooding the market with Dunks or Jordans the way it used to. That means fewer colorways, limited restocks, and a much tougher time finding your favorite pair in your size.
And because Nike is repositioning its Digital channel as a full-price destination, those sale rack steals? They’re likely not coming back.
Nike is betting its new sport-focused gear will get shoppers just as excited. But that shift takes time—and risks leaving longtime fans behind in the process.
I've even noticed it myself. The drops are fewer and farther between. I used to see new Dunk colorways popping up all the time—now it's mostly silence. And when a pair does drop, it's gone in minutes.
So what can you do if your favorite pair is vanishing?
Buy now, while you can. Keep an eye on trusted retailers. And know that if it feels like Nike is changing its identity, that’s because it is.
The classics aren’t totally gone…but they’re no longer the main event.
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