Why did Nike’s futuristic shoe launch create a social media backlash?

Who, watching Back to the Future 2 back in ‘89, didn’t want a pair of the space-age shoes worn by Marty McFly? Well, now they can be yours…if you have a few thousand dollars to spare. In response to an online petition, Nike chose to launch the limited-edition Nike MAG using eBay auctions, but the hefty price tag has alienated many of the footwear fans who followed the shoes’ initial launch on social media.

Social media monitoring by WaveMetrix has unearthed significant consumer disappointment. Largely, consumers feel “cheated” that the “impossibly expensive” MAGs are available to the rich and famous, but not to the faithful fans who originally encouraged Nike to release them.

In a dramatic social media backlash, consumers are making their feelings known across Nike’s social media pages, with one disappointed Facebook fan posting: “Thanks a lot Nike for thinking about your consumers…..you know, the ones that made your company what it is. Do you realize that these are going for no less than $8000. I’ve waited forever for these to come out and now you’re telling me that we can’t get them.”

Consumers do appear to approve of the campaign’s charity aspect, with all proceeds going to Parkinson’s charity, The Michael J Fox Foundation. However, praise for the charitable cause is being diluted by criticism of the exclusivity of the product.

What can other brands learn from such a backlash? Key is how fundamentally important it is to fulfil consumer demand and consider opinions having invited them on social channels. It sounds a no-brainer, but why ask for customer feedback if you’re not going to listen and then act on it? Also interesting to note is that while creating an air of exclusivity may work for luxury brands on social media channels, the strategy may fall sadly flat for other brands.