'We've been able to capture these cultural moments,' like ESPN's release of the 'The Last Dance' earlier this year, CEO Scott Cutler said on 'Mad Money.'
The company, which launched in 2015, has authenticated a total of 3.5 million pairs of the highly sought after shoe brand and 1 million of those have come in the last six months alone, Cutler said in a ""We certainly experienced what we call the Jordan effect," Cutler said, referring to the highly anticipated launch of a sports documentary centered on NBA legend Michael Jordan.
The spike in demand for the shoes was sparked by ESPN's airing of "The Last Dance," chronicling Jordan and the Chicago Bull's six championship run in the 1990s. The 10-part docuseries helped fill the glut of airtime left open by the stoppage of American professional sports in response to the coronavirus pandemic.
"What we saw with 'The Last Dance,' which by the way I thought was an amazing documentary, we actually saw the demand for Jordan products go through the roof on StockX and we saw that increase dramatically on a year-over-year basis," Cutler explained. "People, you know, whether it was nostalgia or excitement of what they saw, they went back to even the original OG Jordan and bought those on the platform.
StockX wasn't the only auction site to see sellers and consumers flood its platform for Jordan Brand gear, a brand that's owned by
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