The Jordan is about to make a comeback, even though it never left
Nike’s iconic Air Jordan has changed the way we see sneakers and streetwear forever. After its initial public release 35 years ago, the sneaker once made for a rookie basketball player is now being auctioned off for a mind-blowing amount, on top of a new collaboration with one of fashion’s most innovative houses. .“You needed that shoe to be like him. It was more than a status symbol. You knew this guy was the guy. They came in different styles. The other brands didn’t change too much.
Jordan’s agent, who negotiated the deal with Nike and an apprehensive Jordan, and coined the phrase “Air Jordan.” It became the most recognizable phrase in basketball history, a fusion of Nike’s new Air sole technology with how Jordan “plays in the air.” Intending to sell $3 million worth of the shoe by year four of its contract with Jordan, Nike sold $126 million within the first year.
The Air Jordan was an instant collectible, with a cult following that has endured for decades. Other NBA stars with their own namesake sneaker collections followed, as did the arrival of sportswear in the world of high art, jewelry, and collectibles. Sotheby’s currently has a pair of game-worn, autographed Air Jordan 1’s from 1985 up for auction; with the current bid well over $100,000, this will be among the most valuable pairs of sneakers in history.
The auctioned sneakers may be some of the most expensive, but they’ll have good, rarefied company. In December of last year, the sneaker and streetwear worlds were shocked when Dior announced its collaboration with Jordan Brand to createDior’s men’s artistic director, said at the time, “I love mixing together different worlds, different ideas—Jordan Brand and Dior are both emblematic of absolute excellence in their fields.
Dior and Jordan Brand are both known for their attention to detail. One of the most imaginative and innovative features of this sneaker can only be seen from above—the transparent outsole featuring a different logo on each foot, Air Dior wings and the Dior logo. If Jordan were still dunking, you would be able to see them from the sidelines. Even the lace tips are customized with Jumpman and Dior logos—commitment from top to bottom.
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