Nike Says Now’s Probably Not The Time For Its $3300 Dior Air Jordans

Nike Says Now’s Probably Not The Time For Its $3300 Dior Air Jordans
B&T Magazine
By B&T Magazine



Sportswear giant Nike has read the mood of the times and has postponed the launch of a new sneaker range that reportedly costs a cool $US2000 ($A3300) a pair.

The new shoe, called the Dior x Air Jordan, was a collaboration between the famed French fashion house and Nike and was apparently due to hit stores globally this week. It’s said to be the most expensive Nike shoe ever produced.

Announcing the collaboration late last year, Dior’s men’s artistic director Kim Jones said he chose to collaborate with Jordan because he loved “mixing together different worlds, different ideas” and that Christian Dior also “collaborated with the best American brands of his era”.

However, Nike has since kyboshed the launch amid the global pandemic, issuing the following statement on its website: “To ensure the safety of all, in accordance with recommendations by public authorities, and in order to reinforce the coordination of international measures, Dior has decided to postpone its international draw for the launch of the Air Dior capsule collection realised in collaboration with Jordan Brand.

“This draw includes a chance to win entry to a global network of exclusive Dior pop-up and pop-in locations, whose openings have also been postponed in the context of current guidelines, to protect our customers and collaborators,” the statement read.

Despite retiring in 2003, basketball megastar Michael Jordon’s eponymous Nike range still remains one of the brand’s biggest sellers. In 2017, the company sold $US3.1 billion worth of Jordan signature shoes.

For his part, the basketballer still receives a royalty cheque for every shoe sold, helping his personal wealth to $US2.1 billion.

And it’s not the first time a sneaker brand has attempted to collaborate with a super lux fashion brand. Last November, German sportswear giant Adidas announced it had partnered with Prada for an upcoming sneaker and apparel range.

 

 

 

 

 

 

 

 




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