How Nike Tricks Your Brain

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⏱ Timestamps
00:00 💸 What Does It Cost To Make A Sneaker?
01:28 💡 The Basics
2:13 🏺 The History of Collaborations
4:35 🚀 Athletic Interest Merch powered by Shopify
05:41 🧠 Virgil Abloh
09:16 🤯 The 3% Rule
11:52 🔮 The Future
🎬 About
Athletic Interest is a video essay series that investigates business stories from the world of sports.
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Email list: athleticinterest.substack.com/
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📚 Sources
[1] www.solereview.com/what-does-...
[2] stockx.com/nike-air-force-1-l...
[3] www.nssmag.com/en/fashion/182...
[4] www.newyorker.com/magazine/20...
[5] • Virgil Abloh is Saving...
[6] www.gq.com/story/virgil-abloh...
[7] • Core Studio Public Lec...
[8] www.readtrung.com/p/nike-tiff...
[9] news.bbc.co.uk/2/hi/entertainm...
[10] hypebeast.com/2018/10/ben-kel...
[11] • The DEATH of The Hypeb...
[12] www.nytimes.com/2022/02/10/st...
• VIRGIL ABLOH & OFF-WHI...
#virgilabloh #nike #adidas
This video was sponsored by Shopify.

[@IamVengeance1109]

I think we can understand the 3 % rule by looking at Apple's iPhone and other products.

[@neoamaru]

thank you, was gonna write that as i was thinking of it while watching it :)

[@IamVengeance1109]

@@neoamaru no worries brother 🫂

[@nikchris69]

Setting a trend has nothing to do with 3% rule. You guys watch 5-minute youtube videos and think you became experts lmfao

[@Just_another_Euro_dude]

Truth hurts you, i guess. 😂😂😂😂😂​@@nikchris69

[@demig0d237]

@@nikchris69true🤣

[@federicomurero]

The way you tell stories is amazing. Great work!!

[@AthleticInterest]

Thank you!

[@alqpwoeiz_mxncb]

​@@AthleticInteresti can hear your voice in my head when I read your comments

[@arranrobertson1237]

It’s an ai lol

[@imnotlazy]

​@@arranrobertson1237it ain't lmao

[@Miniman900]

@@alqpwoeiz_mxncbsame

[@cobyhong852]

I remember going to Vietnam and talking with vendors. They had family members who worked in the Nike shoe factory and would occasionally take some off the line or save the ones rejected due to small defects. Got to buy some for $10 each; that being tourist price too. My sneaker-head friend compared his authentic Nikes to the ones he bought in the market and pretty much said they were for sure legit.

[@flaya11]

Bro which market 😭 how'd you communicate with them too? legit questions

[@tila99]

​@@flaya11bro gate keeping...

[@ragetobe]

This is utter bs, Coby is full of it.

[@jasminofarahitanitv4k633]

P₩

[@sarveshraghavan9786]

Bro. That's called Unauthorised Authentic. You'll get those with many resellers, who sell those for prices almost half the MRP. Sometimes people sell those to unsuspecting individuals or shops and pass off as legit ones.

[@RealLaone]

They don't drop often but whenever they drop, the quality of the videos is unmatched.

[@AthleticInterest]

👏 Thank you! That's always the aim

[@RealLaone]

@@AthleticInterest we appreciate it🙏🏽

[@kelvinashie]

This video is a tribute to Virgil Abloh. Rest in Peace, our Black Star from Ghana 🇬🇭

[@apegraham9819]

The fact that he was mentioned makes me super proud. 🇬🇭 Just this Tuesday I used his story in my presentation at work. Everyone was lemme say very happy and amazed as to what he achieved within that short span. R.I.P Legend.

[@MadmanMagoo]

yo i get it black star from ghana, ghanas flag has a black star! thats a cool connection (sorry im a flag nerd)

[@helderpenaloza4570]

The link between Duchamp and Dadaism is top notch! Great storytelling! Love this type of videos, can’t wait for more 🔥👏

[@AthleticInterest]

Plenty more to come 🙂

[@mathewt301]

You are by far the most underrated KZbinr in my opinion. Please never stop!

[@c792]

Love the video as per usual. The dotted line pointed at “Ghana” was actually Cameroon 😅 btw

[@onyekaobilo]

I came to the comments section saying, "someone's gotta say it" haha

[@elmobe]

Saw that straightaway and laughed. So happy others saw it too.

[@Pandajo]

Athletic Interests is one of the underrated Sports KZbin Channels 👏 ❤

[@leoisaza]

You truly make a great work. Thank you.

[@AthleticInterest]

Thank you!

[@jacobzenk7634]

In 5 years this Channel Will have millions so underated keep it up!🔥

[@AthleticInterest]

Thank you! We will! 😄

[@AliPlatin]

thank you for this video, before i always hated people who wore off white shirts and i thought the guy who invented that brand is just the next regular rich guy who just has good connections, i would never think that there is such a beautiful and innovative man behind that brand who even gives out a free harvarad speech and shows us the youth all his wisdom before passing away.

[@aryamanmalhotra848]

One of the best videos till now ❤

[@AthleticInterest]

Thanks a lot, Aryaman!

[@tanzimmostafaopurbo]

Man i swear your videos are the perfect partner while having something to eat

[@AthleticInterest]

We absolutely recommend our videos with food 😀

[@CPHYSO]

The storyboarding on these is amazing Athletic Interest, I also appreciate the iconic Good Morning metronome from Kanye at 6:55

[@Itmeanspower]

Amazing video, amazing narration. Just perfect❤

[@federicomurero]

Didn't know about this story. Keep it up!!

[@1danielramiro1]

Excellent video. Thank you.

[@AthleticInterest]

You're very welcome 😃

[@Sprt_Ediz]

That was an insane Video. Keep going with that work❤😊

[@AthleticInterest]

We will! Thanks 🙏

[@nathanngumi8467]

Great presentation, very captivating!

[@AthleticInterest]

Thanks, Nathan! 👏

[@sonark289]

Very insightful video!

[@AthleticInterest]

Thank you very much! 😀

[@tanuj.k]

I don't remember how long I have been following you and watching your videos, and one thing I still dont understand is how you are still not at a Million milestone.. sooo much underrated and undiscovered I guess!!

[@AthleticInterest]

Thank you! We'll just keep going and work hard :)

[@MrJakewray]

You have mapped Virgil's parents as coming from Cameroon while saying Ghana.

[@abdulalimj]

I just saw your thumbnail and remembered that nike had a sale online and i just ordered a pair of shoes. Now i truely understand how they trick me.

[@AthleticInterest]

they should pay us for this 😃

[@ninobasset8176]

One important note on Marcel Duchamp fountain. Duchamp « created » this piece in an artistically time and era where some artists were trying to break further from the « schooled » worked of arts, the academic style. These attempts can be found slowly but surely in impressionnism for example. But for the fountain, when Duchamp presented it, it was at the « independent artists salon » of New York back in 1917, where the salon slogan was « everything is art. » The goal of the fountain then was not to create a « new art vision » but to truly mock such a slogan and people taking part in it, because if everything is art, then a pissbowl can be, and they would need to accept it’s display in the salon, which they did not. So the fountain did two things at it’s core, mock this vision of « everything is art » and it’s foggy definitions, but also basically open a « pandora box » on art, where many people after that, claim to be inspired by Duchamp to « mock things » to hide a lack of sense technique or meaning in a work. The urinoir was made to mock people such as an internet comment would mock a claim as « so if you are so intelligent and superior, why so : […] », but the meaning of the act has been deviated to be used as other ends, and it is important to keep that in mind.

[@AthleticInterest]

This is fascinating, thanks for sharing.

[@ninobasset8176]

@@AthleticInterest You’re welcome ! Hard to be precise and summarize in a KZbin comment but such a crazily interesting topic, this piece was really a cornerstone in art history for sure, for good and less good. Duchamp is a really great artist with interesting vision too, too many people disregard his work and downgrade him to these « ready made » objects, but he highly participated in cementing this new art era that would rise at the beginning of the 20th century, I recommend everyone to dive into this topic since it can explain a lot of « foundations » regarding sometimes the state of the modern art scene. Also in any way, if my comment feels too rushed or lack essential informations, I’d be glad to see corrections from other art passionates in the comment :D And last but not least, thank YOU for you hard work and passionate storytelling of your channel, always glad to see a new video popping up on my feed !

[@dronesclubhighjinks]

Very interesting video! I learned a lot as usual! Thanks! 🙏😎

[@AthleticInterest]

You're very welcome! 😀

[@sharpandodd]

Great video, always a W channel.

[@syedtahaquadri7153]

Most underrated channel in this space!!

[@AthleticInterest]

😉 Absolutely!

[@jvlicious]

Too short sirs! 😅 Am used to longer analysis from you. But maybe you can do a follow-up of designers with deep links to sports companies (Kim Jones) or athletes/enthusiasts themselves (Jerry Lorenzo. Keep up the usual fantastic and fascinating work 💪💪

[@jeremycorvietto]

Hi, always great videos, would you mind to share the name of the factory where the socks are manufactured Thank you.

[@madjoshmotingwa3737]

I have been gone for a long time but I am back and my man never disappoint

[@AthleticInterest]

Great to have you back! 🤩

[@guaybique4210]

Goated Narrative Tone 💯

[@AthleticInterest]

Thanks, Guay 🐐

[@rprcreations5470]

One of the best quality KZbin channel 💯😍

[@roidjones]

RIP Virgil, a true visionary

[@emirkanozer4222]

Finally! New video is uploaded to channel Thanks Mr. Athletic

[@AthleticInterest]

Hopefully worth the wait! 😉

[@dickensider6049]

I personally find that the material, workmanship and quality in sneakers are all very similar and so I cannot justify spending more than $100 for a pair..and even that is above my comfort level. Now, when it comes to “dress shoes” I am more than willing to spend a couple of hundred bucks on a good pair of shoes as you can see and feel the difference in materials and fit. For example, you can buy a pair of dress shoes that are made of synthetic materials for under $100, but then you can buy a pair of good quality handmade leather shoes for over $200+. I like to be able to see and feel the difference and unfortunately I cannot see that when it comes to sneakers for the most part.

[@heyhazrin]

💯% agree with you sir

[@angk9561]

I agree that paying thousands of dollars for a pair of Nike x Off White sneakers is a scam as they r basically Nikes with a little off white branding and laces...but other high end sneakers r far superior in quality of materials and workmanship...in addition of various jordans and yeezys I also have some valentino, fendi, givenchy, balmain, burberry sneakers...and all these r a better quality leather and workmanship that my jordans and yeezys....but in terms of comfort...the yeezy v2 stack up against any designer sneaker...I won't buy LV or off white because I like unique things....not something that's basically of copy of someone else's idea

[@nikchris69]

As a non-hype sneakerhead, your opinion is bad. There are shoes out there with much better materials, much better quality control, much better technology. You cant put them in the same category with those Nike dunks

[@mlrbeats.]

"The hype is real"❤

[@championcasper]

the video is crazily good 🔥

[@AthleticInterest]

Appreciate it! 🙌

[@user-wb4ed6go9z]

Kanye was waaaayyyyyyy earlier in sneaker collaborations than Virgil

[@J_Sooly]

And Pharrell was way earlier than Kanye in Hip Hop fashion, so what?

[@J_Sooly]

All the Bape in hip hop came from Pharrell

[@EngineerDJ_Julius]

even Kanye showed great interest in working alongside Virgil

[@kelvinashie]

This channel started since 2019 and I still don't know the voice behind the narratives. 😂😂😂

[@lorenzopippia5257]

I'm so glad that replica shoes actually exist. Save your money!

[@marcop.525]

It appears each time Nike releases a new Jordan 1 it's +10% expensive and -10% quality 😅

[@mikaelaxelsson1099]

I had no clue he was dead. What an unique human being, he had a sixth sense for fashion like nobody else

[@yawfrimpong6716]

His parents immigrated from Ghana, yet your dotted lines showing his country of origin (5:52) point to Cameroon?

[@vishaln1970]

bro finally u posted!

[@AthleticInterest]

More to come, next video is going to be a special one :)

[@azozkoora]

This is incredible hardwork thank you guys for this insane story i want to have a great business in the future like him❤️‍🔥

[@AthleticInterest]

Thank you and good luck with your businesses! 🙂

[@azozkoora]

@@AthleticInterest ❤️❤️❤️

[@otavongryf1379]

So put in minimal effort and hype everything up. Yeah Genius.

[@Schlub14]

Pretty much and don’t forget to get another influential person with fame to back you like Kanye did with Virgil.

[@Embargoman]

What great idea this man has now everyone else follow his footsteps especially the Chinese.

[@Sicwkskxkckckzd]

I like adidas shoes more especially the ultra boost! Anything with that white foam is amazing to wear

[@dolyharianto]

Abloh took inspiration from urban lowlife streetwear and turned it into haute couture, providing larping opportunities to the 1%-er.

[@joelmonteiro1419]

Interesting. I had never heard about Vigil or Off White. You should do a vidoe on the rugby world cup. It's setting attendance and viewership records.

[@dylan4865]

Abloh and Ye seemed to be really into fashion. That's pretty dope.

[@holoceph3916]

Virgil Abloh was the biggest hack in the game. He opened Pandora’s box for the hellscape we are now in

[@therankingworld7627]

"His parents emigrated from Ghana" ends up showing a line from the Cameroons

[@iurysza]

The dhl sneaker threw me off 😂

[@1c1c1e]

Bro your voice is heavenly

[@AthleticInterest]

Voice of an angel 😇

[@moisesfernando2516]

Story Telling at its finest!

[@AthleticInterest]

📖 😀 Thanks very much!

[@mikeadebayo4114]

You should do one on Clint from corteiz

[@PotatoGawds]

Abloh was a genius

[@athens9867]

Rest well Virgil Abloh

[@ryanm4074]

rip virgil, he dropped free game on his business for his love of collaboration; he felt everyone should have basic knowledge and access to business resources. there wont be many more of his kind, long live V

[@8teenOfficial]

Then a nike ad appeared before this video 😂

[@ARM1886]

Best channel in the entertainment industry

[@AthleticInterest]

Now THAT's a review 😉

[@ARM1886]

@AthleticInterest Trust me when I say this; I am so critical and often dont get pleased. Your videos, style of recording, timing and how you capture attention is perfect. You're underrated my friend.

[@sneakersxsosa1492]

This narrator is killing me. It’s the equivalent of 50 Cent speaking on agriculture.

[@kisankumar7408]

After a long time 🎉🎉

[@kolbyworley]

Also got a nike ad on this video💀💀

[@edwinduisburg8138]

The 3% rule might only apply to less than 3% of the global market because even the iteration products including running shoes have more significant change than 3% in design. Adidas and Nike usually apply odd/even design rule which is to make a significant change to product on the 3rd, 5th and 7th iterations and only make subtle changes in the 2nd 4th and 6th itirerations. Also running shoes don't get that much collab products. Adidas mostly collab with Allbirds and Y-3 and their products 99% casual wear than performance product.

[@checkfh6244]

I Really am reminded of the Hype Culture video

[@achilles.zeal.]

That was a great video. I feel bamboozled and bait-and-switched with regard to the title. I’m sure it’s working for you, just feels like trickery. Great video content nonetheless. Thank you for putting it together and sharing.

[@AthleticInterest]

Appreciate the feedback... and thanks for the kind words! 🙂

[@milesfranklyn]

this is NOT what i expected from AI but I’m so happy yall made this video

[@AthleticInterest]

Glad we can still surprise you 😉

[@mitchellsommer2321]

This is AI?

[@AthleticInterest]

@@mitchellsommer2321 Athletic Interest :)

[@mitchellsommer2321]

@@AthleticInterest I really thought that was the voice of an actual person 😭

[@AthleticInterest]

@@mitchellsommer2321 It is the voice of an actual person! (then again that's exactly what an artificial intelligence would say)

[@awii1754]

Traduzcan mas videos 😢

[@ritchierich2793]

6:54 😂😂😂😂 thats a first

[@thibautsebahara2144]

5:53 That his Cameroun 🇨🇲

[@notime4luv_]

Made by the true GOAT himself VIRGIL ALBOH..

[@loveanimals2675]

Immigrated from Ghana. Goes on to show Cameroon 😂

[@The_G.O.A.T__]

Hey Athletic Interest another Quality content 😮❤

[@AthleticInterest]

Glad you like it and happy to be back from our break :)

[@chitrapuramadithya1268]

its been a long time hearing your voice

[@pt_3118]

How Nike tricks your brain? Change the color of the sneaker and give it a new nickname 😂😂😂😂

[@1DirtyKilo]

Plus nike shit fits tight & shrinks up fast . You gotta go a size up in nike stuff

[@supersaiyandrawing8153]

I think every off white nike is changed more than 3%. They all had a real design project workphase behind them. They are deconstructions of the shoes from a perspective that can only exist in a time when the shoes are already being understood amd conceived by the customers. They know the original and now they are presented a deconstruction of the shoe.

[@brendanpatrickeustaquio3532]

There was a nike ad before the video 😂

[@devanshtiwari2067]

I didn't know about Virgil So when the sudden statement of his death came un the video I got up from my bed😢😢

[@shubhojitghosh69]

Nice video athletic interest.

[@AthleticInterest]

Nice comment, Shubhojit 😉

[@carterross5240]

rip virgil

[@andrepot2871]

Talking about Vergil Ablo.. they decided better to advertise their socks 💀 4:35 Like bruh are you serious… doesn’t make me even buy

[@domenicogiannotti4662]

For me it was "scary" at all. For me this is when marketing is more like a presentation, it's more an imposition. Because I respect everyone but when someone play dirty i don't care because this is playing us. Thanks for the beautiful videos

[@domenicogiannotti4662]

Per me più che una rivoluzione ha solo rotto le scatole e fatto si che si continuasse a speculare. Infatti ora le scarpe sono più economiche, anche quelle di serie A, ma vendute con l'hype

[@smitch10]

Best KZbin channel itw

[@AthleticInterest]

High praise! 😀

[@nami1540]

Start 5:50

[@stayawake5213]

May god continue to bless his soul 🫡🥺😢 .

[@Kushonthebush]

I still cant understand why sneakers resellers (2nd hand shoes) sell more than for what they were bought for?

[@UnfeelingMonster]

Limited supply. Often the sneakers are rare to find brand new, so if someone has one to sell, they can name their price

[@barz2k12]

Your paying for how limited the shoe is. Now i dont understand how they come up with how much more to charge for a certain shoe

[@akirhamza]

“Eyewear is a specialized product which requires a lot of experience around optics, fit, frame and design. Therefore, it only makes sense to work with the best in talent, knowhow and technology in the industry,”

[@stifflermclovin]

basically everything is a remix

[@DEATHWISHVQ]

Why did you compare a RETAIL PRICED NIKE SHOE vs an AFTERMARKET RESEL shoe?

[@Omarfx007]

Honestly those nike Holland shoes the only difference is the color, same low to mid quality shoes. If you are going sell an expensive product id ask for great quality.

[@iamasteriix]

11:15 The first skibidi toilet

[@sudavekrishna4523]

Why does this guy’s sound like the guy who sang the Zinedine Zidane song

[@zhdfc]

Are yall a studio or is it one guy behind these videos?

[@AthleticInterest]

We're a team working on the videos.

[@jorgemells]

Not me😂

[@wyffd]

The change to spotify algorithms has actually killed my desire to seek new music. I just listen to my old playlists instead