Nike’s shoe refurbishment program is an effort on behalf of one of the globe’s major manufacturers to reduce, reuse, and recycle. But not many people in America would seriously go for a pair of used kicks, which Nike says would be gently-used, like-new, or simply produced with flaws or imperfections. According to CivicScience surveying, 4% of the Gen Pop 18 and older say they are very likely to buy a pair of refurbished Nike’s, and 15% are somewhat likely.
When asked about general comfort buying used shoes from any store with a refurbishment program like Nike’s, respondents were slightly more accepting. Nine percent say they would be very comfortable purchasing restored footwear, and 18% were somewhat comfortable.
Owners of Nike shoes like the idea of restored footwear more than non-owners, but that could be correlated with the fact that Nike owners are generally more accommodating of the environment when making lifestyle choices.
Overall, adults who hold the environment top of mind when spending money are significantly more willing to go for a pair of refurbished shoes.
But concern about the environment doesn’t directly lead to comfort with used shoes. In fact, CivicScience data show people who aren’t concerned about climate change and the environment have a greater concentration of U.S. adults reporting they are ‘very comfortable’ with the idea of refurbished footwear.
The Nike brand is currently facing an increase in the number of consumers reporting to CivicScience that they don’t like Nike shoes and don’t plan to purchase any in the future. Hopefully this new program of giving kicks a second chance will do something to alter the current trajectory of purchase intent.