The Jordan brand is entering uncharted territory for any athlete’s brand. With over 7 billion in sales this year, Michael Jordan‘s 5% royalty deal amounts to approximately $350 million; nearly 4x more annually than his entire career NBA earnings ($94 million). Next year, the brand will mark 40 years since the first sneaker sale. And although it’s not his favorite shoe, the Air Jordan 1 is returning but with a message.

Back in his rookie year, even after the league banned his shoe, MJ and Nike were not afraid to incur a $5,000 fine every time he donned his shoe. At the time, it was priced at $65. Today, the Air Jordan 1 High OG ‘Black Toe Reimagined’ is close to 3x the original price. The latest release will have the original colorway and a decade-old message. “My very best – Michael Jordan“, on the left shoe and “My very best – to brother – love always, Michael Jordan #23.”

These were his inscriptions alongside the autograph which he gifted to a close friend. The full leather construction has the same color palette with the swoosh logo on the lateral and medial sidewalls. The box of the shoe will feature an early promotional image of a pair of shoes slung over his shoulder. Even though it’s his very first shoe, Michael Jordan once revealed his top 4 picks with some difficulty.

“My favorites you know that’s hard. You know because you know it’s like saying, which one of your kids do you like the most? 11s are my favorite. 3s are my next favorite and probably 12 or 13 comes in third,” ‘His Airness’ revealed in an interview with 2k. While the Chicago Bulls legend may not consider it his favorite, it holds a special place in sneaker lore.

Everyone expected it to be one of the best sellers. Even without the inscription from MJ. With the special message, the price of $180 feels like a bargain. Even GQ expects it to be double or triple in the resale market.

Michael Jordan and the sneaker record

Speaking about the craze for Michael Jordan memorabilia, his ‘Dynasty Collection’ set a worldwide record for game-worn shoes. Earlier this year, Sotheby’s New York sold six Air Jordans for a total of whopping $8 million. MJ famously gave his massive 13 and 13.5 shoes to Bulls PR exec Tim Hallam, after each championship-deciding victory.

The set consists of six cleats. These are Air Jordan VI (1991), Air Jordan VII (1992), Air Jordan VIII (1993), Air Jordan XI (1996), Air Jordan XII (1997), and Air Jordan XIV (1998). Just short of MJ’s game-worn jersey, which was auctioned by Sotheby’s in 2022. The deal came at $10.1 million. Even with all the love and records, the 61-year-old is not even close to retiring.

His daughter Jasmine recently said, “I know he’s not going to relinquish his seat anytime soon, nor do I want him to.” Highlighting that Jordan is still hands-on with the product and has no plans to call it quits for the $7 billion revenue brand. Even his approach to releasing the ‘Black Toe Reimagined’ is a testament to the fact. After making basketball lovers wait for almost 16 months, Nike will finally release the shoes on October 18 via Nike and select retailers.