28 Feb '18, 3pm
Where Does Jordan Brand Go From Here?
There’s also the matter of just how important retro shoes are to a consumer who never even saw Jordan play in his prime. The first generation of retro consumers was the easiest to sell to—they were the ones who knew firsthand what the shoes were and what Jordan did in them. They already knew the stories. The second generation, they learned from the first. But as we move to yet another generation of sneaker buyers, they become even further removed from both the original shoes and the man himself. It’s hard to expect kids to watch grainy YouTube highlight reels of Jordan when they can watch the likes of LeBron James and Kevin Durant in HD every night. The brand hit on something this past year with Virgil Abloh’s remix of the Air Jordan 1, but it’s yet to be seen how that can carry over into other models—or whether there’s a halo effect that uplifts all retro.