TLDR: Nike plans to reduce production of the iconic Air Force 1 in order to refresh its product line and maintain the prestige of the silhouette. Announced by CFO Matt Friend, this strategic move is designed to make room for new innovations and prevent market saturation to ensure the long-term health of the brand's classics.

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The Air Force 1, a cornerstone of Nike's retro line since its introduction in 1982, is about to undergo a significant change. In a recent earnings call, Matt Friend revealed Nike's intention to row back on some of its most popular models, including the Air Force 1, to pave the way for fresh designs and technologies. This decision reflects a broader strategy to align Nike's heritage with its future and recognises the need to inject fresh momentum into its product offering without completely abandoning its roots.

Despite the enduring popularity of the Air Force 1, underlined by its cultural significance since the early 80s and immortalised in Nelly's 2002 hit 'Air Force Ones', Nike acknowledges the challenges of relying too heavily on its classic models. The brand faces criticism for stagnation and a lack of innovation, while competitors such as ASICS, New Balance and even technical brands like Salomon and HOKA are gaining ground.

Nike's plan to reduce production of the Air Force 1 is already in place as part of its strategy for fiscal 2024, with the brand focusing on balancing supply and market demand to maintain the silhouette's exclusivity and appeal.

While Nike is scaling back production, Air Force 1s are still available through Nike's direct-to-consumer distribution channels, including their website, and at select retailers. You can find the link to all Nike Air Force 1s above.