“NO L’S”
We’ve previously seen pictures of the Air Jordan 1 done up with quotes that encourages the user to wear, rather than resell them back, and for good reason too, albeit a bit satirical in approach. Observing the scene today, we can infer that resellers make up most of the bulk, mass buying shoes at retail and flipping them for double, or in some cases, triple the price. It’s an attractive model, consistently guaranteeing a profit margin of about 20% to 500% in some cases.
The victims of this debacle then, are the proper collectors who actually wear what they buy, because they can no longer obtain pairs at retail and subsequently having to cough up much more in the resell market.
Hence, we arrive to the Air Jordan 1 “Not For Resale,” Jordan Brand’s ironic attempt at staving off resellers with many quotes printed on the shoe. Phrases like “Not For Resale,” “No Photos,” “Wear Me,” and “Please Crease” all adorn the shoe, obviously signifying to the owner to actually wear the shoe instead of selling it.
Adding to that irony, this particular model is an NRG model, meaning extremely limited release, which will therefore fetch a higher price on the secondary market. A proper satirical play that is playing bait to potential customers.
Even the official statement points to a strict no resell direction, “The latest Air Jordan I is not for resale. It is for wearing. For taking out of the box, putting on and walking around. For creasing, breaking in and getting dirty. It is for showing off—as long as you’re showing it off on your feet. Keep it out of storage and definitely keep it off your online auction. We repeat, the latest Air Jordan I is not for resale.”
Mark your dates for November 9, as the Jordan 1 ‘Not For Resale’ drops in Malaysia on Nike.com
