Personally I don’t think they blew anything. Nike ID would be nice but the Book 1 is doing pretty well. I own 10 pairs, they’re easy to get, they’re comfortable, no hype on ‘em. However, Forrest Gumps sold out damn near on every boutique site.
Curious—what kind of rollout are people expecting? MJ x Spike Lee-style commercials? Highway billboards? Pop-up ads dominating your social feeds? Nike Basketball’s marketing hasn’t been as aggressive in recent years as it once was. Even Ja Morant recently leaked some new colorways on his IG story, joking, “Gon start leaking my own shoes.”
I’ll agree that dropping the first Book 1 colorway exclusively at Art Basel in a super-limited 500-pair run wasn’t the strongest initial move. And, let’s be honest, Booker’s fire PEs have outshined some of the general release colorways. But think of this rollout as a test—Nike gauging what people like. Which PEs get the most engagement on social media? Which don’t? These are the types of data points Nike could be factoring in before flooding the market with dozens of colorways.
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Overall, I’d argue the rollout has been successful. Night after night, NBA players are rocking the Book 1 on the court.
We let those Complex “experts” spin a whole false narrative with their “Is Nike fumbling the Book 1?” take.
Is it just because they don’t sell out on release day? The first four colorways sold well, and the ones that didn’t are hitting sales racks—which is a win for those of us who like the Book 1.
You’ve got to zoom out and consider the bigger picture. Sneaker consumption is down across the board—pandemic-era demand is long gone. Newer performance basketball shoes haven’t been trendy off the court since the House of Hoops heyday (2008–2014). Even coveted retro Jordans like the Black Cement 3s, Columbia XIs, and Olive 9s are sitting on shelves. Foamposites, collabs, all sitting. So it makes sense that Nike isn’t splurging on basketball marketing campaigns.
And as a Booker fan, 12 colorways with
at least four more in the chamber is more than I ever thought we’d see, to be honest. I say all that to say this: just enjoy the ride—we’ll see some cool stuff on the way.
Booker, meanwhile, seems to be leaning into his low-key persona. Engaging with fans on social media, dropping comments, filming his “finder’s keepers” moments when he gives away his kicks—it all adds a personal touch. That authenticity might not feel like a traditional “rollout,” but it fits his vibe and connects with people in a meaningful way.
