It feels like it was just a few months ago that the warning bells seemed to be sounding within the confines of the Swoosh. Major Nike athletes were trading in the biggest asset in the Nike arsenal for different silos or boots that weren’t even getting prime-time advertising. Somehow, the Mercurial SuperFly now feels like it sits back atop the mountain of soccer gear and, with the Superfly V coming soon, we wonder what it is about Nike’s most high profile toy that keeps us constantly coming back for more. We’ve tested, we’ve critiqued it, we’ve discussed it…and it’s time to head back into the arena once more to carve another hearty slice from the Mercurial SuperFly.
One of the biggest testaments to Nike’s speed demon is the fact that we now sit two years removed from the launch of the current iteration, yet it still feels like one of the most technologically advanced boots on the market. Despite sliding in second, it feels like it started the collared trend instead of the Magista. It moved back to the heralded carbon-fiber soleplate that was the foundation of Nike’s history, but with some slight changes to make sure that the boot would benefit from the material without any added weight or negative aspects. It all blended together to form something that has won over countless new fans. The SuperFly might have gone away for a little while, but it certainly returned with an intent to conquer.
Nike’s marketing of the SuperFly feels just as influenced by its absence as its arrival. In a vein similar to what we’d expect from fans if the Predator made a sudden reappearance, Nike made the new Superfly IV feel connected to the elite Nike boot while keeping it distanced from all the negative things that people had forgotten about the first few SuperFly models. The early SuperFly models were notoriously hard to break-in, packed with questionable tech, and had a price point that would make some high-priced collectors think twice. Add in that the Superfly was quickly being made obsolete by the lightweight ventures of adidas, and it made sense to retire the Superfly. Using a name that already had recognition within the fan-base, was connected to some of the most high profile names still in the game, and bringing in a wealth of new and intriguing tech made the SuperFly IV hit the ground running.
It should come as no surprise that the Superfly has also created a highly sought after lifestyle shoe. No matter the color or combination, sizes quickly sell out and the shoe has become prized outside of soccer circles. It’s one thing to rule the pitch, it’s something else altogether to extend that dominance to the street. Add in the fact that the Mercurial silo has experienced several more limited edition creations than the other silos, and it shows that Nike still sees the SuperFly as the boot that is leading their charge.
It’s a testament to Nike’s desire for the SuperFly to still sit at the top of their list that Nike still has Ronaldo as the lead man. While we can definitely see other players waiting in the wings to swoop in once Ronaldo starts fading towards that great pitch in the sky, their star man is still out rocking their star boot. Would it be that crazy to see Neymar make the shift once Ronaldo fades? We love the HyperVenom, but it’s really tough to see the Venom leading the Nike charge. Stranger things have certainly happened…
The SuperFly feels like the current juggernaut of the boot industry that all other boots measure themselves by. With a massive update in the pipeline, it feels poised to continue to sit at the top of the charts for quite some time. Is there another boot out there that you think could topple Nike’s golden toy? The market definitely has more possible competitors to the SuperFly than ever before, but only time will tell. What about you…do you think the SuperFly is the current boot at the top of the game? Do you think there’s a boot out there than can beat it?