The resale market is worth billions and you can see why – notably whenever there is a Nike Air Jordan x Off-White collaboration, trainers can be seen on the resale market at around five times the initial retail price, if not more in some cases. This makes these rare trainers a valuable commodity.
On 26th March this year, Brooklyn, New York, based art collective MSCHF Product Studio, Inc. announced the launch of a pair of ‘Satan’ themed training shoes that were an instant sensation. The shoes were a limited edition collaboration with Grammy award winning rapper and media personality Lil Nas X and used the black on black version of Nike’s Air Max 97 as their basis. Nike however was not a part of the collaboration and had no input into either the design or manufacture of the shoe.