It’s hard to imagine a sneaker more iconic than the Air Jordan. Today, retro Jordans of all types and colors sell out instantly on Nike’s SNKRS app and in stores across the country. In May 2020 a pair of original Jordan 1s that Michael Jordan wore on the court sold for $560,000 at auction.
Jordan the brand has mastered the art of weaving nostalgia into current trends through hyped-up collaborations with fashion designers and artists like Travis Scott. Here’s how the brand built a diehard following, on its way to becoming a $3.6B empire.
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