• In 2019 Nike cancelled the first release of the limited-edition Air Force 1 Puerto Rican Day sneakers after being called out for using a traditional design from the Gula tribe of Panama. The following year, the brand accidentally printed the Puerto Rican flag backwards on the tongue of their new tribute shoe, resulting in another removal from the marketplace.
• The brand has set a new release date for June 2022, stating the sneakers honor and represent the spirit of National Puerto Rican Day parade in New York City. Following the backlash from their previous launch attempts, consumers expect Nike to live up to the standards, actively including Hispanic people in all areas of their product development and delivering products that truthfully capture the essence of the Hispanic audience.
• Our data on Hispanic consumers show that Puerto Ricans are more likely to identify as either Puerto Rican (50%) or Puerto Rican-American (21%), compared to people from other Hispanic countries of origin. With artists like Bad Bunny from Puerto Rico breaking sales records in the U.S. and using their voice to deliver cultural specificity to the masses, it’s no surprise Hispanic consumers are interested in brands that are willing to put in the work, especially when it comes to important holidays and traditions.
Source: Remezcla, “Here’s a First Look at Nike’s ‘Puerto Rico’ Sneakers Before Re-Release This Summer,” May 20th, 2022.
