Nike, Inc.’s most successful sneaker release in history was last year’s Air Jordan 11 “Space Jam” Retro, a shoe that gripped a nation of feet in all sizes. It proved that as long as the product is strong and the marketing behind it is equally potent, success is imminent. This holiday season, Jordan Brand is skipping the originals and releasing not one, but two brand new colorways of the Jordan 11 shoes – the UNC-themed “Midnight Navy” on Black Friday and the sultry all-red version in December.
Jordan Brand is without question aiming to replicate or even surpass the success of the 2016 Space Jams. While this year’s Jordan 11 releases could accomplish that feat, the rumored return of the Air Jordan 11 “Concord” in Holiday 2018 may be the release that gives Jordan Brand something to boast about yet again. Nothing’s confirmed thus far, but if the Concord Jordan 11 is indeed set for a return, expect the “updated” Jordan 11 shape, the potential of “45” on the heel, special edition packaging, full family sizes, and perhaps a major marketing campaign (something surrounding red carpets and tuxedos).