To mark the release of Air, we count down
Each new Jordan shoe has bought with it new innovations. The Nike Air bubble on the III, the reflective tongue on the V, the mesh upper on the XI. As per any collectors’ mentality, the updates worked because there was a focus on getting the next in the sequence – the newest, and latest, model. By the end of the 1990s, fashion shifted and hip-hop culture began embracing retro styles. With the classics cool again, Nike capitalised by reissuing the Jordan back catalogue in multiple iterations.
Resale trainer sites like StockX and GOAT, as well as physical retailers like Kick Game, sprang up and began doing brisk business in the old models. Designers including Dior’s Kim Jones and Louis Vuitton’s Virgil Abloh ‘elevated’ the Air Jordan 1 into a big-ticket, high-fashion item.made the run of Jordans 1-XIII – the models worn by their namesake on the court – hotter than ever. Particularly the Air Jordan 1s.
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