When “The Last Dance” aired in 2020, it did more than just take our minds off the pandemic. The docu-series inspired by Michael Jordan’s final season with the Chicago Bulls was also the spark that caused the value of Air Jordan sneakers, particularly those worn by Jordan with the Bulls, to skyrocket to previously unseen prices on the secondary market. Fueled by nostalgia, the explosion in popularity of these classic Jordans caused ripple effects on the value of newer releases, as well.
In short, almost every single Air Jordan release, both new and old, saw an appreciable increase in demand thanks to “The Last Dance.”
History may soon repeat itself with the release of “AIR.”
Based on the story of Nike’s pursuit and subsequent success of signing Michael Jordan to a shoe contract in 1984, “AIR” is a movie that should give Air Jordan shoes plenty of screentime, which should once again create plenty of excitement for Jordans in the resale market. Here’s why.
In April and May of 2020, specifically, which coincided with airing of “The Last Dance,” the average units sold per good per each Air Jordan sale jumped 47%. Month over month, we saw an increase of plus 10% of units sold from March to April and an increase of 30% month over month between April and May.
Air Jordan 1 High ’85 “Black/White”
On the Air Jordan 1 front, in April and May of 2020, the average units sold per month jumped 53%. Month over month, we saw an increase of plus 11% of units sold from March to April and an increase of plus 45% of units sold between April to May.
What do those numbers tell us about “AIR” as it relates to Air Jordan hype? When there’s a reason to get excited about Air Jordan sneakers, and there most definitely will be hype around both the movie and the Jordan 1, the Air Jordan resale market is rejuvenated. It’s that simple.
It’s also worth noting that other sneakers that will be featured in “AIR” could also be on the receiving end of a boost in resale value. Before Jordan signed with Nike, he contemplated signing a shoe deal with both Converse and adidas. Could that mean an uptick in popularity on the secondary market for the Converse Chuck 70 and, say, adidas Forum? Or the adidas Top Ten and Superstar? What about the Converse Pro Leather, the shoe that Jordan actually wore in college with the North Carolina Tar Heels? Anything is possible.
The bottom line is this: if you’re a reseller looking to capitalize on the hype of “AIR,” we suggest stocking up on any original Air Jordan 1 colorway you can get your hands, and don’t be surprised if vintage, ‘80s-era sneakers from “AIR” are suddenly in demand, too.
Consign your Air Jordan 1s & other “AIR”-related with Stadium Goods by downloading the StadiumSupply App.
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