While fame can create buzz, products still have to live up to the hype. Combining the best of both brands, this sneaker is based on the famous 1985 Jordan 1 silhouette — so famous that it sold for a staggering $560,000 at Sotheby’s in 2020 — and the Dior logo Sexual white and grey colorway. Standout features include a Dior monogram within the Swoosh, a remix of the Jumpman Wings logo with “AIR DIOR” lettering, and a translucent outsole for a fresh and timeless look.
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As a result, 5 million people signed up for the coveted kick on a first-come, first-served basis. In China, a separate online experience was held on WeChat. Resale prices skyrocketed when many expected to come home empty-handed: In 2020, the Dior x Air Jordan 1 High was the most expensive shoe on the secondary market at a whopping $13,000, according to StockX economists. Although the price later fell to an average of $7,000, it was still more than triple its original value of $2,200.
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As basketball flourished, so did sneaker culture. The most athlete-recognized brand of all time, some Air Jordans are selling for as much as 6,600% off their original price in China. Fueled by local exchanges like Poizon, which averaged 40 million monthly active users when the Dior x Air Jordan line was down, the country’s sneaker market is expected to hit $10 billion by 2025.
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