---
title: "Nike Is Making a Classic Strategy Mistake—and a 1975 Psychology Experiment Proves It"
description: "Nike CEO Elliott Hill is cutting Jordan supply to fix slumping sales. But a 50-year-old psychology experiment shows why scarcity alone won’t rebuild demand."
author: "Nick Hobson"
section: business
published: 2026-10-25T13:31:11.160607+00:00
canonical: https://valorandventures.media/article/d45e0d4c-ae8b-4d88-97e3-f34ce8e37b36
publisher: "Valor & Ventures Media"
source: "Inc."
source_url: https://www.inc.com/nick-hobson/nike-is-making-a-classic-strategy-mistake-and-a-1975-psychology-experiment-proves-it/91414819
access: free
---

# Nike Is Making a Classic Strategy Mistake—and a 1975 Psychology Experiment Proves It

*Nike CEO Elliott Hill is cutting Jordan supply to fix slumping sales. But a 50-year-old psychology experiment shows why scarcity alone won’t rebuild demand.*

## Article

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Nick Hobson · Inc.

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Originally published by Inc.: https://www.inc.com/nick-hobson/nike-is-making-a-classic-strategy-mistake-and-a-1975-psychology-experiment-proves-it/91414819