Why Nike's hottest sneakers are going to be harder to find — and more expensive

Nike should be the next luxury fashion house: by turning away from mainstream retailers and selling more exclusively, the company can elevate its image and its prices

Louis Vuitton and Nike “Air Force 1” by Virgil Abloh with pilot case, auctioned exclusively at Sotheby's. Picture: Louis Vuitton

Nike Inc. is so on trend right now.

By making its hottest sneakers harder to find, it’s on its way to becoming more a top-end name, like Gucci or Louis Vuitton, than a mainstream product. That’s of immense value to both the sportswear giant’s brand equity and its profits. And with American luxury on a tear, it’s a strategy the company should take even further.