Collectible

How These Fans Made Millions of Dollars, Starting With Some Collectible Sneakers

It’s an object lesson in spotting opportunity within chaos.


15+ min read

This story appears in the
September 2019

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The legend goes like this: In 1985, Nike made a pair of red-and-black sneakers for Michael Jordan that it called the Air Jordan 1. Then Jordan tried to wear them during a game, but the NBA said no — uniform violation. So Nike promoted the sneakers as “banned,” Jordan wore them during that year’s NBA Slam Dunk Contest, and the combined cool factor blew the shoes off retail shelves so fast, they

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