When Nike proposed to Michael Jordan to create his own brand in the 1980s, neither of them could be aware of the magnitude of changes that were about to occur. The Jordan line has built the pillars of basketball as a way of cultural and aesthetic expression through an exciting chain of stories, events, milestones and myths.
The Jordan brand has managed to make the union of sports and fashion a whole lifestyle for different generations and groups. To understand a phenomenon of such caliber, we must go back to its origins. We are in 1984. Basketball player Michael Jordan has just been signed by the Chicago Bulls. Nike, which was already a high-status firm in the sneaker market by then, set its eyes on the young promise. It wanted to collaborate with an athlete of global influence to gain ground against its competitors. But convincing Jordan was not easy.
The model designed by Peter Moore, Bruce Kilgore and Tinker Hatfield, featured a black and red colorway («the color of the devil», Jordan called it) that did not conform to the regulations that the NBA established at the time, according to which only white sneakers were allowed on the court. The rebellion with which the model was born became news that spread like wildfire, and soon, the whole world was aware of the controversy, of the collaboration between the player and the brand, and of the appearance of the sneaker.
In March of 1985, the first Air Jordans went on sale for the general public at a price of 65 dollars. The legacy continued with the Air Jordan 2, the Air Jordan 3, and so on until reaching 32 different models that have been created to date. This whole journey encompasses OG releases, one-of-a-kind collaborations and reissues of iconic silhouettes. Thirty years of trajectory that have become an essential stage for any lover of streetwear, sneakers, and basketball.Thirty years of journey whose essence stays embedded in each Jordan piece.
The sneakers worn by Michael Jordan in 1985 have become the most expensive basketball shoes in history, setting a new auction record. The pair of Air Jordans used in a game by the Bulls escorts sold for 518.000 euros at the Sotheby’s auction house in May 2020. This is a new auction record that surpasses the one before, dethroning the 1972 Nike Waffle Racing Flat “Moon Shoe” that sold for 437.500 dollars.
Sotheby’s partnered with the collector Jordan Geller, founder of the Shoezum sneaker museum. Both teamed up to auction the sneakers after the success of the documentary, ‘The Last Dance’ on Netflix, which has caused the Michale Jordan collectibles market to skyrocket even more. In fact, the resale of this model has gone from the 900 dollars that were requested in March, to the 1.500 that are now asked for them. In addition, the sales of Bulls brand items increased by up to 400% in May.
The model sold is designed by Peter Moore, it features the popular Black/White/Red colorway and has Michael Jordan’s signature on the ankle. Also, it shows obvious signs of wear, which in this case seems to raise the status further. «I think the Air Jordan 1s are the most iconic sneakers of all time» Jordan Geller said. «They are so recognizable and evoke so much nostalgia, that I think it gives them a very special appeal».
The Jordan brand is not restricted to just sneakers. Over time, Jordan has expanded its products to produce all kinds of pieces for your wardrobe, offering you the possibility of a complete Jordan look. With a very high rate of upgrades, the Jordan store at Hidden Sneaker includes the latest brand launches in both sneakers, apparel and accessories. Essential items, limited editions, exclusive releases and raffle Jordan giveaways are at your disposal in this catalogue.
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