The $4500 Basketball Shoe
In January 2008 a set of vintage 1985 Nike Air Jordan basketball sneakers sold online for $4500. These original Air Jordans were in great situation, with tags attached, still in the box, and had never been worn. Astounding? Definitely not, contemplating the Air Jordan trainer is just as fashionable today as it’s ever been.
A Powerful Start
Back in 1985, people were essentially robbed at gunpoint for their Air Jordans. Prior to the signature shoe’s introduction, Nike signed Michael Jordan to a then unheard of 2.5 million dollar endorsement deal. The shoe’s bold black and red design clashed against the NBA’s then standard color scheme of team colours on white and was banned by officials. Jordan continued to wear the footwear on court and was fined $5000 per game. Nike gladly picked up that tab and has been cashing in on the sneakers popularity ever since.
On the pavement, the shoe was the first ever to be priced at $100 and was coveted by kids almost everywhere. Thus the gunpoint robberies reported in some cities. If you had Jordans, you had status. There were even preferred television ads directed by and showcasing director Spike Lee with the tag line: “It’s Gotta Be The Shoes.”
Still Going Strong
The Air Jordan line is currently at the landmark edition Jordan 11 complementing the now retired number worn by Jordan throughout his championship years with the Chicago Bulls. The shoe was unveiled in limited version at only 23 locations nationwide at a price of $230. Just one month later, sets of the limited edition version XXIII (23) sell for up $1500.
Over the 23 years since the original release the Jordan 1, the Air Jordan has seen a brand new launching each year. It’s also extended beyond the shoes to outfits, fragrances, and jewelry. In current years, with no slowing in the lines acceptance, Nike has re-issued some Air Jordan versions in limited edition and released 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 regimen with other vendors. Jordan himself is now part-owner of the Charlotte Bobcats and Nike will not opinion on the particulars of their current contract with the legend.
With the Air Jordan line presently at the landmark edition XXIII (23) and still preferred as ever with addicts and followers, neither Nike nor Jordan will ensure or refuse gossips 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 trainer will live on even after Nike and Jordan have cashed their checks and moved on as collectors continue to purchase and sell them in the booming resale market.