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Agenda-setting intelligence, analysis and advice for the global fashion community.

Can Nike Turn the Forgotten Jordan 2 Into the Next Hype Sneaker?

With the Dunk past its prime, Nike is looking for its next hit silhouette. It’s banking on the AJ2, perhaps the most polarising shoe in the Jordan family.
Air Jordan, Nike, sneakers, resale, collaborations, Travis Scott, Drake, Offset, Dior
Sales of the Air Jordan 2 are already at a record on StockX, with trades nearly doubling this year. (Shutterstock)

It’s hard to find a Nike shoe that divides the sneaker community as much as the Air Jordan 2.

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Further Reading

How Puma Became a Rare Wholesale Success Story

For years, the German sportswear maker lacked a distinct identity. But Puma has found success in multi-brand retail and has gained a foothold in markets where Nike and Adidas aren’t dominant.

Activewear’s Biggest Disruptors

Breaking into the $384 billion sports apparel market is no easy task, but fast-growing start-ups are stealing market share by creating specialised, fashion-forward products around underserved interests.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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