How Air Jordan built a $3.6 billion sneaker empire

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It’s hard to imagine a sneaker more iconic than the Air Jordan. Today, retro Jordans of all types and colors sell out instantly on the SNKRS app and in stores across the country. In May 2020 a pair of Jordan 1s that Michael Jordan wore sold for $560,000 at auction. Jordan the brand has mastered the art of weaving nostalgia into current trends through collaborations with designers and artists like Travis Scott. Here’s how the brand built a diehard following, on its way to becoming a $3.6B empire.