Anyone who entered the Air Jordan 1 Dior draw knew that the chances of scoring a pair were one in a million. According to Pietro Beccari, president and chief executive officer of Christian Dior Couture, these chances were about right. As reported to WWD, Beccari reports that five million entries for the 8,000 pairs available were received for day registration. On June 25, Dior launched a microsite in which interested participants could sign up to gain the opportunity to buy a retail pair – $ 2,200 for the High and $ 2,000 for the Low – with pickups taking place in some Dior locations around the world. A separate registration has been put in place for the Chinese market via WeChat. Resale prices for the Jordan 1 Dior are expected to start at $ 10,000 and could reach $ 25,000 to $ 30,000 depending on size.
Beccari also specifies the actual number of pairs of Air Jordan 1 Dior shoes existing. In addition to the 8,000 products purchased by the public, an additional 5,000 pairs were created for friends, family and influencers.
The Dior Jordans were unveiled for the first time in Miami during the Stussy x Dior parade in pre-fall 2020. The official unveiling took place in March, with an initial release scheduled for April, with pop-up stores planned to celebrate the launch. Due to the COVID-19 situation, these plans were abandoned entirely in favor of online registration. After online registration on June 25, the winners began to be notified on July 1. The Jordan Dior clothing capsule is due out again on July 8.