Air Jordans: The Sneaker That Sparked a Revolution | F se Fashion by Nazar Ya! - video Dailymotion

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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.

Transcript

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.

Air Jordans: The Sneaker That Sparked a Revolution | F se Fashion by Nazar Ya!

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