So it’s complicated: The marketing campaign around the sneakers was fun and fresh this year. People who bought them in 1995 want them just as much as a kid who discovered them last year. The Air Jordan XI will always receive a big response when Jordan Brand decides to make a new pair, and it’s a shoe that genuinely connects generations. It would be the biggest celebration of one of the most cherished sneakers ever. Jordan Brand centered this year’s campaign about the other guys in Space Jam: the Monstars, which MJ and his Tune Squad played against to save the universe. This time it wouldn’t just be about the Air Jordan XI, but the Air Jordan XXX1, Air Jordan 1, and even the Air Jordan IX that Jordan wore in the movie. It was the 20th anniversary of the film, and it was a major opportunity for Jordan Brand, which had lost a bit of its luster over the past few years, to cash in big. So the same fervor should have been for this year’s version of the Space Jams, too, right?Įveryone was beaten over the head with everything Space Jam-related this year. Riots ensued, robberies were committed, and it got a whole generation of young people interested in collecting athletic sneakers. The sneakers had been talked about for months and sheer pandemonium struck when they hit stores. When the Space Jams last released in 2009, it was a culture-defining moment. The 2016 release of the “Space Jams” would be the biggest Air Jordan release ever, and there’s good and bad that comes along with that. People had camped out for them overnight, retailers had set up themed storefronts for the shoes, and there was a genuine fervor for the sneakers that Michael Jordan wore in that animated film two decades ago. I can’t be bothered with that.” Jordan Brand had reportedly made a boatload of the sneakers, but they still sold out that morning. “That’s just how much they cost these days, I’m not going to bother entering a raffle or camp out for the sneakers. “I can get them for $300,” the man says to his girlfriend. Sitting across from me is a couple wearing Foamposites and talking about that morning’s Air Jordan release, the “Space Jam” XIs. on Saturday and I’m riding the Path train from New Jersey into New York City.
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