Nike Launches Early Promotional Batch of Air Jordan 5 Shoes as Michael Jordan Documentary Begins
Timing the promotional gesture carefully to coincide with the start of a new Michael Jordan documentary mini-series, The Last Dance, Nike (NYSE: NKE) put up a limited number of Air Jordan 5 Fire Red shoes two weeks before the sneaker's official May 2 launch. Though the release came as a surprise, fans and Nike enthusiasts bought out the offering almost immediately, paying $200 per pair to get the scarlet-highlighted footwear early.
Originally released in 1990, the Fire Red sneaker was worn by Michael Jordan on March 28 of that year during a game between Chicago and Cleveland. Nike says the Air Jordan 5 series takes style cues from the famous North American P-51 Mustang piston-engined fighter of World War II, one of the war's top combat aircraft. The Fire Red "colorway," after its initial 1990 release, saw additional production runs in 2006, 2013, and 2016 before its return this year.
The Nike headquarters campus. Image source: Nike.
Source Fool.com
