In January 2008 a pair of classic 1985 Nike Air Jordan basketball shoes sold online for $4500. These original Air Jordans were in great situation, with tags attached, still in the box, and had never been worn. Awesome? Not really, thinking about the Air Jordan shoe is just as well-known today as it’s ever been.

A Powerful Start

Back in 1985, people were really robbed at gunpoint for their Air Jordans. Prior to the signature shoe’s launch, Nike signed Michael Jordan to a then unheard of 2.5 million dollar endorsement deal. The shoe’s bold black and red styling clashed against the NBA’s then regular colour scheme of team colors on white and was banned by officials. Jordan continued to wear the trainer on court and was fined $5000 per game. Nike happily picked up that tab and has been cashing in on the trainers popularity ever since.

On the streets, the footwear was the first ever to be priced at $100 and was coveted by kids everywhere. Thus the gunpoint robberies reported in some cities. If you had Jordans, you had status. There were even famous television commercials focused by and showcasing director Spike Lee with the tag line: “It’s Gotta Be The Shoes.”

Still Going Powerful

The Air Jordan line is presently at the milestone version Jordan 11 complementing the now retired number worn by Jordan throughout his championship years with the Chicago Bulls. The footwear was introduced in minimal version at only 23 locations nationwide at a cost of $230. Just one month later, pairs of the limited edition version XXIII (23) sell for up $1500.

Over the 23 years since the first introduction the Jordan 1, the Air Jordan has seen a fresh release each year. It’s also expanded beyond the sneakers to garments, fragrances, and jewellery. In latest years, with no decreasing in the lines acceptance, Nike has re-issued some Air Jordan variations in limited edition and launched a “retro” line of Air Jordans to cash in on the demand shown by collectors.

Is this the end?

The Jordan brand, with it’s “Jumpman” logo of a silhouetted Jordan, has now been spun to it’s own division of Nike. Some current NBA players are being signed on to the Jordan brand rather than to their own signature lines as is regimen with other vendors. Jordan himself is now part-owner of the Charlotte Bobcats and Nike won’t comment on the details of their current contract with the legend.

With the Air Jordan line presently at the landmark version XXIII (23) and still preferred as ever with lovers and admirers, neither Nike nor Jordan will verify or refuse rumors that the line may end with edition the Jordan 8. As profitable as the line has been for Nike and Jordan, I wouldn’t bet on it ending any time soon. This is business, after all, and who kills a thriving brand? Either way, the sneaker will live on even after Nike and Jordan have cashed their checks and moved on as collectors continue to buy and sell them in the growing resale market.