Nike released two shoe collections in the mid-1980s that over the years redefined the face of the sneaker culture and industry. The Air Jordan and Air Max sneaker lines are known for their innovative designs and color schemes and became two of the most sought-after shoes on the market, making billions in annual revenue for Nike while creating a cult following of shoe enthusiasts willing to stand in line for hours to be the first one to have the latest pair.
Three of the top-performing Air Max sneakers — the 200, the 270, and the 720 — were released in 2023 alone, and another three — VaporMax, Air Max 270 React, and ZoomX — have brought in $2 billion in retail revenue since their release in 2017.Of all the limited releases in the 35-year history of the Nike Air Max, the Nike Air Max 90 Off-White White was reselling at $1,293 on average in 2019, according to online sneaker marketplace StockX.com.