Shoe Expert: Air Jordans' Appeal Comes Down to 'Status'

Thursday, 26 Dec 2013 03:38 PM

By Bill Hoffmann

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The Air Jordan sneaker — with a new edition sparking long lines and violence among customers — has incredible staying power even though the player whose name graces it, basketball superstar Michael Jordan, is long gone from the game, says Yale Schalk, managing editor of the footwear website CounterKicks.com.

"The aesthetic appeal of it with the patent leather … really stands out," Schalk told "The Steve Malzberg Show" on Newsmax TV.

"[And] social media has grown so much that nearly every kid is paying attention … wanting to know … what's the sneaker that has the most status, and that's really what it comes down to.

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"It's something that's become sort of this aspirational product that people want to be a part of."

Schalk believes Air Jordans — which retail for about $185 a pair — are underproduced to make them sell out faster and create demand for more.

"For this particular release, they produced about a half a million pairs, but they know that they will sell through every single one of those pairs. And, of course, the demand can never meet the supply. They could produce five million pairs and they would all sell," he said.

"It really comes down to a player who has not played in over 10 years, not in the public eye, but his shoe is selling half a million pairs in literally one day in a matter of minutes."

Jordan played with the Chicago Bulls from 1984-1993 and 1995-1998. In 2001, he joined the Washington Wizards, retiring two years later in 2003.

See "The Steve Malzberg Show" on Newsmax TV each weekday live by clicking here now.

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