Ek shoe jo sirf ek fashion statement nahi, balki ek legacy hai! Nazar Ya! ke iss video main Air Jordans ki kahani jaaniye – sneakers jo ban gaye duniya bhar mein rebellion aur individuality ka symbol.
Category
🛠️
LifestyleTranscript
00:00A student killed for Jordans?
00:19A sneaker chain took someone's life?
00:22This is the effect of Air Jordans.
00:24This is not an ordinary shoes.
00:26This is a collectible and a statement.
00:28Its USP is its exclusivity.
00:30Grab some snacks and get ready.
00:40Because we are going on a journey
00:42where we will understand the legendary story
00:44of Air Jordans.
00:46And we will also learn
00:48why we should thank Michael Jordan's mother
00:50for our Air Jordans.
00:54Our story begins in the early 1980s
00:56when Mikey, who was known as
00:58Blue Ribbon Sports
01:00was a very small player
01:02in Converse and Adidas
01:04especially in the basketball industry.
01:06Now it is obvious that
01:08he wanted to make his name in this market.
01:10That's when Michael Jordan
01:12made his entry.
01:14He was a rising star in college basketball
01:16who had the potential to become
01:18a legend in the NBA.
01:20Nike wanted to deal with him.
01:22But Jordan wasn't interested
01:24in Nike at all.
01:26He was interested in Adidas
01:28but Adidas didn't even offer him.
01:30His second favourite
01:32was Converse.
01:34But Jordan was not interested
01:36in Nike at all.
01:38He was interested in Adidas
01:40but Adidas didn't even offer him.
01:42Michael Jordan was reluctant
01:44to join his second favourite Converse
01:46because he already had
01:48big names like Magic Johnson
01:50and Larry Bird.
01:52And neither was Converse
01:54ready to design shoes for a rookie.
01:56Jordan's agent David Falk
01:58saw potential in Nike's offer
02:00but MJ wasn't convinced
02:02because he himself
02:04never used Nike's shoes.
02:06So David
02:08went to his mother
02:10and Michael's mother
02:12convinced Jordan
02:14to meet Nike.
02:16During the meeting, Nike made an offer
02:18Jordan couldn't refuse.
02:20They designed a special shoe for him
02:22Air Jordan 1
02:24which was in black and red colourway.
02:26On top of that, $5 lakh per year
02:28for 5 years.
02:30Plus stock options
02:32and a potential of $7 million.
02:34And because of his mother's persistence
02:36Jordan got 25% royalties
02:38from Nike sales.
02:40With this deal
02:42Adelaide's way of endorsing deals
02:44changed.
02:46But there was a catch
02:48it wasn't that easy.
02:50In his first 3 years
02:52Jordan had to achieve
02:54one of these goals
02:56Winning Rookie of the Year
02:58Becoming All-Star
03:00or an average of 20 points per game.
03:02And guess what?
03:04In his first year,
03:06By the way, where did the name Air Jordan come from?
03:08It's quite disputed.
03:10Does anyone credit David?
03:12Saying that he thought of the name
03:14after seeing Nike's Air Soles
03:16and Jordan's Air 1 Pre.
03:18Does anyone credit Sonny Vaccaro?
03:20So guess we'll never know.
03:22In 1985's pre-season exhibition game
03:24at the stadium in Italy
03:26Jordan debuted Air Jordan 1
03:28and the audience went crazy
03:30with excitement.
03:32But NBA commissioner David Stern
03:34banned Air Jordan 1
03:36because it was against uniform policy rules
03:38which mostly allowed
03:40white sneakers.
03:42Stern fined Jordan
03:44$5,000 for every game.
03:46Nike converted this ban
03:48into a golden opportunity.
03:50They paid fines
03:52which boosted sales.
03:54Air Jordan sold 1.5 million pairs
03:56in their first 6 weeks.
03:58And since then
04:00Air Jordan has become a symbol
04:02of individuality
04:04which started the sneaker culture.
04:06By the way, Air Jordan 1
04:08is not the first show made for a basketball player.
04:10Converse's Chuck Taylor All-Star
04:12was released in 1971
04:14and Puma's Flight in 1973.
04:16But Air Jordan 1
04:18brought a revolution
04:20due to its bold design.
04:22On top of that,
04:24Michael Jordan's extraordinary talent
04:26and charisma made him a global icon
04:28and drove the success of Air Jordan brand.
04:30Nike aggressively marketed Air Jordan
04:32and created a sense of scarcity
04:34and desirability.
04:36Rare and vintage Air Jordans
04:38are now available at record-breaking prices.
04:40For example,
04:42a pair of Gameborn airships
04:44from 1984
04:46were sold for $1.47 million
04:48in 2021.
04:50This makes Air Jordan
04:52a valuable investment option
04:54for sneaker enthusiasts and collectors.
04:56Air Jordan brand
04:58became a cultural phenomenon
05:00with its iconic jump pant logo.
05:02Along with being featured in music
05:04and movie videos,
05:06it was also featured on the feet
05:08of non-athletes like Tiger Woods
05:10and Derek Jeter.
05:12In the early 2000s,
05:14Air Jordan was at the pinnacle of sneaker culture.
05:16But this golden era ended soon
05:18due to market saturation
05:20and consumer fatigue.
05:22This also reduced the allure of new releases.
05:24Michael Jordan's
05:27late 2003 final retirement
05:29and Nike's new emergent lines
05:31like Nike SB
05:33and Adidas and Puma's
05:35fierce competition
05:37led to an identity crisis
05:39for Air Jordan.
05:41Casual wear's changing market preferences
05:43and economic recession
05:45in the late 2000s
05:47reduced the appeal of sneakers.
05:49But in the mid-2010s,
05:51dedicated online marketplaces
05:53like StockX on Board
05:55revolutionized the commercial market.
05:57Pandemic increased the demand
05:59for these shows.
06:01People were confined at home
06:03and were waiting for deliveries.
06:05ESPN's documentary,
06:07The Last Dance,
06:09highlighted the greatness of Air Jordan
06:11and became an 8-hour commercial.
06:13In the first three Sundays
06:15of the documentary,
06:17the traffic of Jordan shows on StockX
06:19increased by more than 60%.
06:21Nike took advantage of this spike
06:23and released a lot of
06:25retro sneakers
06:27which flooded the market.
06:29In the early 2000s,
06:31retail prices were 61% premium
06:33and in the early 2020s,
06:35retail prices were 50% premium.
06:37But Nike's oversaturation
06:39led to a decline in the market.
06:41At first, Nike thought
06:43that if Nike increased production
06:45and made Air Jordan more accessible,
06:47it would end exclusivity
06:49which is the main reason
06:51for the decline in demand.
06:53And this would harm the brand.
06:55But maybe they forgot about this.
06:57And that's why
06:59prices fell in the resale market
07:01due to market saturation.
07:03Some models like Air Jordan 1
07:05and Retro High OG
07:07fell by 32%
07:09in the early stages of 2020.
07:11In the first half of 2020,
07:13Air Jordan 1s
07:15resaled at a 2% discount.
07:17In 1991, Tim Halland
07:19gave Michael Jordan
07:21his first NBA final clinching game.
07:23Jordan made it a tradition
07:25and after every championship victory,
07:27gifted Halland a signed shirt.
07:29Recently,
07:31these shirts were showcased
07:33on a global tour.
07:35Its projected price was 20-100 million.
07:37But now it's estimated
07:39to be 7-10 million.
07:41And in September 2022,
07:43Jordan's jersey
07:45which he wore in the NBA finals
07:47was auctioned for 10.1 million.
07:49Which is more than
07:51Diego Maradona's Hand of God jersey.
07:53But Jordan's sneakers
07:55recent sales
07:57don't match this figure.
07:59His Flow Game shoes
08:01fetched just $1.4 million.
08:03The escalating prices
08:05of Jordan's jersey
08:07reflect nostalgia.
08:09While the falling prices of his shoes
08:11reflect that
08:13Air Jordan is just a fashion artifact.
08:15Fashion is cyclical
08:17and no trend lasts forever.
08:19Do you think
08:21Jordan Fever can come back
08:23with the same intensity?
08:25Let us know in the comments.
08:27If you liked this video,
08:29do like and subscribe.
08:31See you in the next video.