The brand might be running out of air against new competitors.
However, data seems to suggest that the luster might be fading and it can take Nike down with it too.
Analysts from analytics firm Altan Insights that the value of certain Air Jordan models on the secondary resale market have been slipping. According to data from resale platform StockX, the average premium over the retail price paid for one of the most sought after models - the Nike Air Jordan 1 Retro High - has fallen from 61% in 2020 to 4% today.
PERTH, AUSTRALIA - June 04: A Nike Air Jordan 1 Off White Chicago valued at AUD$10,000 and a Nike Air Jordan 1 x Dior valued at AUD$12,000 is seen during SNEAKERLAND 2.0 at RAC Arena on June 4, 2022 in Perth, Australia. SNEAKERLAND is Australia's largest sneaker convention, with 10,000 guests expected to attend over the day.
Shoes from Nike rank among the most desired on StockX, but data from the resale platform reports that shoes by more “performance”-oriented brands like the Japanese running brand Asics
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