Is Jordan Considered a Luxury Sneaker Brand?
In short – yes, Jordan undoubtedly fills the criteria of a luxury sneaker label. As a hardcore sneakerhead and gaming content creator, I have followed the Jordan brand for decades. In my opinion, multiple factors justify categorizing Jumpman shoes as a premium, luxury product. Let‘s examine those elements in depth!
A Brief History of Air Jordans
To understand Jordan Brand‘s current luxury status, you must first know the label‘s origins.
In 1984, a young Michael Jordan entered the NBA wearing mismatched sneakers. At the time, the league mandated footwear be majority white. But Jordan preferred low-top shoes in black and red – the Chicago Bulls colors.
After racking up fines for his black and red Nike shoes, Jordan threatened to sign with Adidas or Converse. Nike designer Peter Moore convinced CEO Phil Knight to create Jordan his own signature line.
| Year | Name | Style |
|---|---|---|
| 1985 | Air Jordan I | Black/Red Colorway |
| 1986 | Air Jordan II | Luxury Italian Leather |
| 1987 | Air Jordan III | Visible Nike Air Unit |
The original Air Jordan 1 black and red colorway violated NBA uniform rules. But Jordan wore them anyway, and Nike paid the fines. This "outlaw" marketing built hype and demand for the controversial shoes.
The Air Jordan lineup evolved over subsequent years, always worn by Jordan himself. But even after Michael‘s 2003 NBA retirement, new retro Jordans continued releasing annually.
Why Are Air Jordans So Expensive?
As a luxury brand, Jordans demand higher pricing than average sneakers. Let‘s break down the reasons behind the steep costs.
Rich Heritage & Classic Styles
The Air Jordan 1, 3, and other OG styles remain best-sellers decades later. These timeless silhouettes inspire endless colorways and collabs. Their iconic legacy enables premium pricing.
Limited Availability
Jordan Brand produces most Retros in limited quantities. Scarcity naturally inflates resale values. Diehard fans enter raffles and wait in lines for access to exclusive drops.
Quality Materials & Construction
Unlike low-cost sneakers, Jordan uses premium leather, suedes, textiles and tech. Superior materials and expert Nike craftsmanship boosts durability.
Michael Jordan‘s GOAT Appeal
The Jordan name retains immense cachet and relevance thanks to Michael‘s status as the consensus "GOAT" athlete. His name endorsement alone elevates the shoes‘ prestige.
Strong Resale Market
As demand outpaces supply, deadstock Jordans often resell for 2-5X retail. Some rare, sought after exclusives like the "Diors" break $10,000!
How Does Jordan Stack Up Among Sneaker Brands?
Jordan Brand ranked 2nd among all sneaker companies with $5.1 billion revenue in 2021 – behind only parent company Nike. Jordan accounted for over 11% of Nike‘s total footwear sales.
For comparison, Adidas footwear generated $6.1 billion globally last year. So Jordan enjoys immense popularity as a sub-brand under the Nike umbrella.
Do Air Jordans Justify the Costs?
In my opinion – Jordan shoes warrant luxury pricing tiers for multiple reasons.
First, performance hoop shoes with comparable tech and build quality from Nike‘s basketball line sell for similar rates. So Jordan‘s retail costs align with market norms.
Furthermore, the overarching Jordan Brand and mythical Air Jordan 1 carry tangible cultural cachet. That prestige holds tremendous value for collectors and hardcore fans.
Owning the latest Retro release means buying into an iconic legacy. The shoes make a timeless fashion statement that transcends sports or hypebeast trends.
Finally, Jordan Brand retains an aura of exclusivity and scarcity. It‘s virtually impossible to walk into a store and buy certain styles. That availability strongly bolsters Jordan‘s luxury appeal.
Verdict – Jordan Qualifies as a Luxury Sneaker Brand
In closing, Jordan clearly exhibits the premier quality, prestige, heritage and demand required of luxury brands – especially among sneaker companies.
The Jordan name simultaneously drives hype and satisfies performance needs. These shoes directly connect wearers to the Michael Jordan ethos.
For sneakerheads, Jordan occupies the peak of style, cultural clout and sporting heritage. The Jumpman logo represents aspirations of greatness.
Owning a pair of Retro Jordans means buying into something bigger than just a product. You gain membership into an iconic legacy – one that shows no signs of losing relevance decades later.
