Most sneaker heads will have no problem dropping ~$250+ on a pair of basketball shoes if it means they can rep the likes of their favorite players. NBA icons like Michael Jordan, LeBron James, Stephen Curry know the power of their own brands and sell incredibly expensive sneakers to fans, expecting this market to work as a never-ending feedback loop.

However, a recent report from Footlocker exposed the recent value of these brands, explaining how sales fell short of their anticipated numbers.

“Sales of some recent top styles fell well short of our expectations,” Foot Locker CEO Richard Johnson told CNN Money.

There could be a plethora of reasons why these normally successful shoes have began to plummet is sales. Investors predict companies like Amazon giving customers access to more options with just a few clicks can be a huge detriment to their sales, while others simply believe no one is trying to spend more that $100 on a pair of sneakers anymore. For me personally, I bought a nice pair of Nike Men's Hyperdunk 2016 shoes last month on sale for about $60, and this trend is probably infecting the way all people shop in today's new media landscape.

As prominent retailer's stocks continually plunge to their worst performances, companies like Footlocker, Hibbett, and Nike must bounce back and figure out how they can sell their prized shoe brands and still make similar amounts of profit they are used to making.