The April 6th, 2020, release of the Dior x Air Jordan 1 High OG remains a landmark event in sneaker history. The collaboration between the luxury French fashion house, Dior, and the iconic sportswear brand, Jordan Brand, resulted in an extremely limited-edition sneaker that continues to command exorbitant prices on the resale market. This article delves deep into the initial release, exploring the locations where the coveted sneakers were available, the subsequent resale market frenzy, and the enduring legacy of this highly sought-after collaboration.
The Initial Release: A Carefully Orchestrated Rollout
Unlike many mass-market sneaker releases, the Dior Jordan 1 release was anything but straightforward. Instead of a wide, global launch, the sneakers were strategically distributed across a select number of Dior boutiques and select Jordan Brand retailers. This exclusivity significantly contributed to the hype and the subsequent skyrocketing prices on the secondary market. Precise locations varied slightly by region, but generally, the release focused on high-end department stores and flagship locations in key metropolitan areas worldwide.
Identifying the exact list of initial release locations is challenging due to the lack of comprehensive public information from Dior and Jordan Brand at the time. Much of the information relies on anecdotal evidence from sneaker enthusiasts who managed to secure a pair, social media posts documenting the release events, and news reports from various fashion and sneaker publications. However, we can paint a picture of the general distribution strategy based on available information.
Major Regions and Potential Release Locations:
* Europe: Major European capitals like Paris, London, Milan, and Berlin were almost certainly included in the release. Flagship Dior boutiques in these cities, coupled with select luxury department stores partnering with Dior, would have been key distribution points. Specific store names are difficult to definitively confirm without access to internal Dior sales data, but highly reputable department stores with strong relationships with luxury brands would have been prime candidates.
* North America: New York City and Los Angeles were undoubtedly key markets for the release in North America. Again, flagship Dior boutiques and select high-end retailers in these cities would have been involved. Potentially, some exclusive collaborations with select Jordan Brand retailers could have also occurred, although this is less certain given the emphasis on Dior’s luxury positioning for this collaboration.
* Asia: Major Asian markets like Tokyo, Hong Kong, Seoul, and Shanghai were likely included in the release. The significant presence of both Dior and Jordan Brand in these regions, combined with the strong demand for limited-edition sneakers in Asia, would have made these locations prime targets for the release. Similar to Europe and North America, the exact locations would have been a mix of Dior boutiques and select luxury retailers.
The Role of Raffles and Invitations:
The release was not a simple "first come, first served" affair. Many locations employed a raffle system to manage the extremely high demand and to ensure a fairer distribution of the limited stock. This involved customers registering their interest online or in-store, with selected participants then being notified if they had been chosen to purchase a pair. In some cases, exclusive invitations were sent to select individuals, further emphasizing the exclusivity of the release. This strategy helped control the chaos often associated with highly sought-after sneaker drops, but it also added another layer of difficulty for those hoping to acquire the shoes.
Dior Jordan 1 Release: A Resale Market Phenomenon
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