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‘The Last Dance’ ESPN Doc Boosts Jordan Sneaker Sales in Resale Market

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Sneaker resellers are seeing opportunity in the ESPN and Netflix documentary “The Last Dance.”

The long-awaited documentary on Michael Jordan and the Chicago Bulls’ 1997-98 NBA season premiered last weekend with an average viewership of 6.1 million, making it the most-viewed ESPN documentary to date.

StockX reported similar results. Jordan Brand searches increased 63 percent after the series premiere and orders spiked 90 percent on April 19. “Compared to a typical day, sales of Pippen products increased 4x . Pippen products sell in lower quantities than Jordan products, so while the percentage change is higher for Pippen products, the absolute number of sales represented is lower. Nevertheless, the 4x increase we saw on Sunday is certainly significant,” Einhorn said.

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