A new film starring Ben Affleck tells the story of how Michael Jordan’s sponsorship deal with Nike in 1984 turned a clever marketing idea into a slam dunk
“The Last Dance” trainers, worn by Jordan during the 1998 NBA finals. Those have an estimate of $2m to $4m, making them highly likely to be the most expensive ever auctioned. “Jordan leads the way for the rest of the streetwear market,” says Brahm Wachter, vice president, head of streetwear and modern collectables, at Sotheby’s. “What helps drive the market is a longing for a certain era.
“In 20 years’ time, it won’t be so much of a conversation,” Wachter says. “It’s very similar to stamps or comics or first-edition books, things that are created in mass that have gained, through time, a certain cultural importance to people, and therefore are valuable.” But why Jordan particularly? It’s easy to find people who’ll wax lyrical on a once-in-a-generation athlete or riff on various technical innovations across the line: the air bubble on the III, the reflective tongue on the V, the ballistic mesh upper and carbon fibre spring plate on the XI. But even Jordan himself wasn’t particularly enamoured by some designs.
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