In January 2008 a set of vintage 1985 Nike Air Jordan basketball footwear sold online for $4500. These original Air Jordans were in peppermint condition, with tags attached, still in the box, and had never been worn. Wonderful? Probably not, thinking about the Air Jordan sneaker is just as favorite today as it’s ever been.
A Strong Start
Back in 1985, people were essentially robbed at gunpoint for their Air Jordans. Prior to the signature shoe’s start, Nike signed Michael Jordan to a then unheard of 2.5 million dollar endorsement deal. The shoe’s bold black and red styling clashed against the NBA’s then typical color scheme of team colors on white and was banned by authorities. Jordan continued to wear the shoe on court and was fined $5000 per game. Nike happily picked up that tab and has been cashing in on the shoes attractiveness ever since.
On the roads, the footwear was the very first ever to be priced at $100 and was desired by kids almost everywhere. Thus the gunpoint robberies reported in some cities. If you had Jordans, you had status. There were even common television advertisements aimed by and showcasing director Spike Lee with the tag line: “It’s Gotta Be The Shoes.”
Still Going Powerful
The Air Jordan line is presently at the landmark version Jordan 11 coordinating the right now retired number worn by Jordan throughout his championship years with the Chicago Bulls. The trainer was launched in constrained version at only 23 locations countrywide at a price of $230. Just one month later, pairs of the limited edition version XXIII (23) sell for up $1500.
Over the 23 years since the first introduction the Jordan 1, the Air Jordan has seen a new release each year. It’s also extended beyond the sneakers to clothing, fragrances, and jewellery. In latest years, with no decreasing in the lines attractiveness, Nike has re-issued some Air Jordan variations in limited edition and unveiled a “retro” line of Air Jordans to monetize on the demand shown by collectors.
Is this the end?
The Jordan brand, with it’s “Jumpman” logo of a silhouetted Jordan, has now been spun to it’s own division of Nike. Some current NBA players are being signed on to the Jordan brand rather than to their own signature lines as is routine with other vendors. Jordan himself is now part-owner of the Charlotte Bobcats and Nike will not comment on the information of their current contract with the legend.
With the Air Jordan line presently at the landmark edition XXIII (23) and still well-liked as ever with supporters and supporters, neither Nike nor Jordan will ensure or deny rumors that the line may end with edition the Jordan 8. As profitable as the line has been for Nike and Jordan, I wouldn’t bet on it ending any time soon. This is business, after all, and who kills a thriving brand? Either way, the sneaker will live on even after Nike and Jordan have cashed their checks and moved on as collectors continue to buy and sell them in the successful resale market.