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Brief Updated: 20 Nov 2014

Resale Retail: Air Jordan

Jordan Heads Brooklyn, New York

Diehard devotees of Nike's Air Jordan sub-brand now have their first dedicated sneaker consignment store: an independent shop in Brooklyn, New York, in which to congregate, sell and discuss rare and sought-after Jordan-related products and memorabilia. First released in the 80s, the shoes have remained a major favourite for serious trainer fans – proponents of what's now termed 'sneakerhead' culture.

Jordan Heads has grown organically out of a documentary project of the same name by Brooklyn-based filmmaker Calvan Fowler, due to debut in late 2015. Trading on the Jordan brand heritage to the extent of the store serving as a kind of contemporary brand museum, Fowler has also sourced products from independent brands such as clothing, soap, and air fresheners that are also inspired by the shoes and their namesake, basketball star Michael Jordan. High-calibre memorabilia includes vintage posters of Jordan, as well as promotional posters of actors and musicians wearing the footwear. "It's a destination for anything and everything Jordan, in the borough where he was born," Fowler told Stylus.

Extending the love of all things Jordan to the interior design, the red and black colour palette of the shelves and walls mimics the colour palette of the shoes, while the ceiling is covered in an elephant-skin print. This alludes to a pattern on the upper shoe resembling elephant skin, which has appeared on Air Jordans since 1988.

Jordan Heads further establishes itself as a destination for enthusiasts by hosting talks, art exhibits and sneaker battles – competitions where judges decide who showed up wearing the most impressive shoes.

For additional information on how to capitalise on cultural brand narratives, see Monetising Brand Heritage, 21st-Century Archives: Wising up to the Heritage Economy, and Mall Museums: Luxury Retrospectives. For more on sneakerhead culture, see our blog posts on Kith x Snarkitecture, Foot Locker Approved, Flight 23 (New Store Openings: NYC Feb 2014), and Sneakerboy.

For more on the value of retail resales, including benefits for the luxury sector, see Recommerce: How to Exploit It.