The Air Jordan is the cornerstone of the history of the basketball. This was the first trainer to become a part of pop culture, a happy meeting between the bouncy Air sole technology Nike has developed in the early 1980s and the gravity-defying magic of Michael Jordan on the basketball court. The Air of the house of Dior, that switches sportswear primary colors for a soft “Wolf Grey” borrowed from the Christian Dior headquarters on the Avenue Montaigne in Paris and overlays of the Nike swoosh with Dior’s distinctive “slant” logo, is the first luxury link-up of the Air Jordan’s 35-year history. For the two bluechip lines of sportswear and luxury, it is a royal wedding.
Nevertheless, the history of the Air of Dior hype, that by the 2020 zeitgeist, a level of madness that no one saw coming. Not even christian Dior’s menswear designer, Kim Jones, Air Jordan obsessive that has more than 40 pairs of himself, unveiled this collaboration with Miami parade last year, and he has designed a summer capsule collection including basketball style long shorts, a sweat-shirt with the Dior trademark “wings”, and a dove-grey cross-body bag to accompany the sneakers.
The draw to buy the concept, which allows for only one pair per customer, was designed by Jones as a device to prevent the limited edition 8 500 sneakers is snapped up by resellers. (A few pairs, however, have already found their way on to sites of resale, without a doubt, be offered to celebrities or influential people. The rate of StockX, if you are interested, is£10,000.)
Shortly after its original date was postponed due to the pandemic, swinging the new Air Jordans scope of consumer reach, the Jordan brand has been unexpectedly turbo through the tv. The Basketball docuseries The Last Dance, potentially niche Netflix offers, has a great community of fans, among a global audience stuck at home and hungry to wallow in nostalgia for the simpler world of the 20th century, and skyrocketed Michael Jordan return to the pinnacle of pop culture cool.
One of the pioneers of peacocking in sportswear, Jordan tour stages in his personal podiums in the 1980s and 90s with its Nike berets, earrings, supersized sewing – and, of course, his shoes. Air Jordans became an extension of the star of the ‘personal brand’ to a degree that few collaborations have matched the. In the wake of the success of the show, Air Jordan mania that explodes. Last month, a pair of Air Jordans once worn by the player on the court, in the iconic red, black and white, grey, sold at an auction at Sotheby’s for $560,000(£455,000) – more than three and a half times their initial estimate high, and a new world record for a sneaker auction.
In comparison with Sotheby’s, the price of 2000 € for a pair of trainers is, well, not exactly a good deal. But certainly not the craziest thing to happen this year.