Nike Dunk Sales Expected To Drop 70% Over Next Two Years

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For close to four decades, the Nike Dunk has been a powerful force and key trendsetter in the sneaker market. Yet, predictions from analysts at Piper Sandler hint that its era of dominance could be coming to an end. In 2024, the total sales of Dunks were approximately $5.85 billion USD, equating to around 18% of Nike’s overall sales. However, by the next fiscal year, Piper Sandler anticipates a substantial decrease in sales, projecting figures of only $1.75 billion USD.

In October 2024, Nike brought on board Elliott Hill, who had previously retired, as their new CEO with the aim of restoring the brand’s success. Despite exceeding financial projections by 11% in the quarter ending February 28, revenue dropped by 9% to $11.3 billion USD. According to Hill, the Dunk sneakers are a significant contributor to this issue, and he is now focusing on measures to reduce their production.

Experts note that there’s too much of Dunk shoes available in the market. Even though new drops are still limited, what used to be a highly sought-after shoe has been overshadowed due to the frequent release of different colorways and partnerships. On the resale platform GOAT, there are around 4,700 unique Nike Dunk models for sale. The style hasn’t lost its appeal entirely, but it doesn’t excite consumers as much as it used to.

In the future, Hill won’t stop making the Dunk shoe, but they will focus less on its production. This means that the Dunk will represent a smaller percentage of the company’s total streetwear offerings. The reduced emphasis allows for more space to introduce fresh designs and essential brand updates.

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2025-03-27 19:26