Andrea Felsted, Columnist

Nike Should Be the Next Luxury Fashion House

By turning away from mainstream retailers and selling more exclusively, the company can elevate its image and its prices.

March 1, 2022 at 12:30 PM UTC

By Andrea Felsted

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

For people who buy shoes at Sotheby’s.
Photographer: Theo Wargo/Getty Images

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Nike Inc. is so on trend right now.

By making its hottest sneakers harder to find, it’s on its way to becoming more a top-end name, like Gucci or Louis Vuitton, than a mainstream product. That’s of immense value to both the sportswear giant’s brand equity and its profits. And with American luxury on a tear, it’s a strategy the company should take even further.