Nike’s new drop is finally here. The highly anticipated golf shoe, the Travis Scott x Air Jordan 1 Low OG Golf ‘Neutral Olive,’ in collaboration with American rapper Travis Scott, has been released. The stakes to claim this time seem half and half because if you’re planning to buy the shoes, you must prove you’re worthy of them first.

In collaboration with Nike, notable golfers like Brooks Koepka have been spotted wearing the shoes, which appear to have a very limited stock. Koepka, being the first in line, has already scored himself the gear, proudly presenting it on his Instagram. However, the spotlight seems to be on something else altogether.

Brooks Koepka and Travis Scott steal the limelight from the star of the show—the new Jordans

Travis Scott’s new Jordans were released this Friday. The shoes are priced at $170/£145 and are available on Nike, the Snkrs app, and selected global retailers. Apart from the shoe’s features and design, what has garnered attention is how the shoe is being promoted in the market. According to the marketing strategy employed, interested individuals must pass a challenge to attain the shoes.

In a recent Instagram update, Brooks Koepka posted a carousel of pictures of himself on the greens with American rapper Travis Scott, both wearing the collab shoes. In one of the pictures, Scott is captured in a high jump, suspended in the middle of the air, while the LIV star stands on the greens, finishing his putt—200+ yards by the looks of it—if he plans on keeping the gear on, that is.

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The focus of the picture, more than the shoes, is the two friends, especially the one wearing Air Jordans in the air. Koepka’s post on Instagram has gained attention, and Scott, along with Koepka’s wife, Jena Sims, have commented on the post. Scott, expressing his enthusiasm about the collab and perhaps his fiery pose in the picture, commented, “🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥,” while Sims simply stated the obvious, “Jumpman.”

Fans have mocked the Travis Scott x Air Jordan collaboration because of its marketing strategy, but irrespective of that, what’s special about the collab shoes?

Decoding the Travis Scott x Air Jordan 1 Low OG Golf ‘Neutral Olive’ collaboration

Scott has chosen a very ‘Scott’ method to market his collab, known for his unusual means of promotion. This time, the conditions for buying the shoes are unique. Anyone interested gets two shots at it, based on their gender. A man must drive 200+ yards, and a woman should be able to hit the ball 150+ yards with her driver. Only upon carrying the ball through these distances can the person buy these shoes.

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Now, setting all that aside, why is the marketing so unusual, and what makes these shoes so unique? The Travis Scott x Air Jordan 1 Low OG Golf ‘Neutral Olive’ collaboration marks the rapper’s first venture into golf footwear and combines the iconic 1985 Air Jordan 1 Low with a modified outsole for the golf course.

The design features an olive-brown suede base, a white leather upper, a reversed Nike swoosh, and special labels. The shoe also incorporates Nike’s Air Tech for comfort and cushioning, with an improved traction outsole. A real eye-catcher indeed!

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