How the Air Jordan made sneakers a billion dollar industry and became the shoe of a generation

The sheer variety of styles — and the range of prices for the most-common and most-coveted styles — have made sneakers into nothing less than an expression of personal identity, at once a status symbol for the super-rich and an emblem of cool for those who aspire to be. Gone are the days when the affluent and fashionable would distinguish themselves with buffed Ferragamo loafers. If you

Michael Jordan attempts a dunk during the Slam Dunk Contest on Feb. 6, 1988 at the Chicago Stadium, Chicago, Illinois.To understand the ubiquity of sneakers, you have to understand one shoe: The Air Jordan I. In the early 1980s, Michael Jordan was an upstart basketball player from North Carolina who was attracting a great deal of attention in his early seasons with the Chicago Bulls, who had drafted him third in 1984 when he was just 23.

. Nike had the best year of its 22-year history in 1986, thanks largely to the success of the Air Jordan, and they endeavoured to prolong the good fortune the following year, by releasing the Italian made Air Jordan II.Article content continued There are simple re-releases, known as “retro” drops, in which a classic Jordan shoe returns to the market with new patterns and colours, known as “colourways.” These retro releases range in rarety and value; some, such as the Air Jordan Retro 1 in the familiar red, white and black “Chicago” colourway, can be found easily and cheaply. Like a lot of people, I picked up a pair after watching the Michael Jordan docuseries The Last Dance on Netflix earlier this year.

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