Why did the Nigeria football shirt sell out in minutes?

Are you someone who is intrigued by a successful sales story? Do you find yourself wondering what causes one product to beat the competition in a crowded marketplace? What creates high demand and anticipation within a consumer’s heart?

Every entrepreneur likes to mull over these kinds of questions. Of course, there are no easy answers. But we can choose to look at individual cases of excellent marketing and assess what made them work. So, here at our SEO company Manchester, we’re posing the following question: why did the Nigeria football shirt sell out in minutes?

What happened when the shirt went on sale?

First, at web design company Manchester, we’d like to give you some background. The Nigeria home kit, which was worn at this year’s World Cup, went on sale on Friday 1 June 2018. Within minutes, it had sold out online – after it had received more than three million pre-orders, according to the Nigerian Football Federation.

Apart from the online sales, hundreds of football fans queued on the same Friday outside London’s Nike shop in Oxford Street so they could buy the shirt on the first day it was available. The store opened at 10 am, and many fans were at the stores hours beforehand.

Here are some reasons from SEO company Manchester for why it was so popular.

It’s designed by Nike

It’s fair to say that Nike is brilliant at creating and designing desirable clothes. And at our web design company Manchester we have noticed that the sales pitch on the Nike website sums up the appeal of the design. The kit is a “tribute to their 1994 debut on the world stage” because it features the traditional green torso, but it also has black and white sleeves.

It has a bold look

Although it pays homage to the past, it also has a modern, bold look, with feather-shaped stripes. This design set it apart from other kits and seems to be a statement of intent regarding the idea that anything is possible on the pitch.

It was promoted by prominent people

When the kit was first unveiled in February 2018, Nike hosted a launch event with the Nigerian Football Federation in London. This occasion was attended by Nigerian player Alex Iwobi, who modelled the shirt. But significantly, Nigerian singer-songwriter Wizkid, who is an international star, was also present and he sent out Instagram pictures of the shirt. Other people involved in generating excitement around the shirt included grime artist Skepta and rapper Not3s.

Its release was timed to perfection

The kit was first made available to buy on 1 June, the day before Nigeria’s first World Cup warm-up game at Wembley. At our SEO company Manchester, we think that was perfect timing because the fans were clearly eager to buy the shirt by then. The shirt’s release date was also just right for the build-up towards the World Cup, which started on 14 June.

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