Air Jordan 1 Retro High OG NRG “Not For Resale”
The Air Jordan 1 Retro High OG NRG “Not For Resale” is a fascinating shoe. It’s two things all at once. A protest of resale culture and, if you can believe it, its direct fuel.
First, let’s talk about the shoe itself. As far as color schemes go, Jordan Brand stays conservative. A White base is adorned with Black overlays. Splashes of Red show up via the ankle collar and outsole. Let’s be honest here: the best way to sell out a Jordan model is to dip it in a Red/ Black/ White combination.
The materials are rather impressive as well. The base material is a cut of leather. This retro choice takes us back to the design of 90s basketball sneakers. It’s also a good choice for making these three shades pop.
Of course, the key details here will be the accompanying scripts. Every bit of this feels like a rebellion against resellers. The heel sections state “NO PHOTOS.” Along the midsole, we see “NOT FOR RESALE.” Even the vamp meets the toe-box with a “CREASE PLEASE.”
On the outside, it’s a simple message. Jordan Brand wants people to wear their sneakers. It’s no secret that resellers are a stressor for many consumers. In that light, it’s nice to see this from the Jumpman. And yet, it seems to just be fueling crazy prices.
Labeling something as “Not For Resale” is going to make it a tempting find. It’s classic marketing. Make it forbidden, and more people will want it. It’s similar to wearing the BRED Air Jordan 1s in the NBA back when the league banned them. Forbidding resale gives these shoes an allure. So far, that indeed seems to be the effect. Resellers have been fetching sums as hefty as $800.