NEW YORK -- The immense global success of the documentary "The Last Dance" amid the coronavirus lockdown has boosted sales of collectibles related to NBA icon Michael Jordan, some of which are trading
NEW YORK -- The immense global success of the documentary "The Last Dance" amid the coronavirus lockdown has boosted sales of collectibles related to NBA icon Michael Jordan, some of which are trading in the hundreds of thousands of dollars.
The various Air Jordans have been popular with collectors for 30 years, along with jerseys and trading cards featuring Jordan -- who won six NBA titles with the Chicago Bulls and is widely considered the greatest player in league history. "I think this is a game-changer," Chris Ivy, director of sports collectibles at Heritage Auctions, said of the documentary series that was carried globally by Netflix.On the StockX shoe resale platform, the Air Jordan 1 Chicago model now sells for up to $1,500, compared to $900 in March."That could be largely attributable to the documentary because that's a sneaker that's been on the market for years," says StockX economist Jesse Einhorn.
"I haven't seen anything like this, where it's well past his career," Ivy said, noting Jordan retired in 2003.Sales of Bulls-branded items are up 400% in May compared to last year on the sports merchandise site Fanatics. "The majority of our customers are millennials and Gen Z, many of whom were not necessarily alive when Jordan played," Einhorn said. "It's a testament to Jordan's staying power as an iconic, almost like a mythical, cultural figure."
The change has not escaped the notice of manufacturers, who have adapted their marketing and promotional strategies accordingly.
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