Jordan Brand is taking a swipe at today's sneaker culture, and the secondary market in particular, with their latest version of MJ's debut sneaker, the Air Jordan 1 Retro High OG NRG "Not For Resale". The "Not For Resale" is an homage to the days before internet bots and resale sites, when there were no collaborations and everything was a general release, when people would buy sneakers to actually wear them. Before hypebeasts were even a glint in their hypedaddy's eyes, when you actually had to schlep all the way down to the damn store before it even opened to get the shoe. You know, the good old days.
The iconic silhouette is covered in branding that gets this point across loud and clear, like "Please" and "Crease" written on each toe box and "No" and "Photos" embroidered on each heel. The Nike Air tongue tags are replaced with ones reading "Wear" and "Me", while "Not For Resale" is printed on the midsole of each shoe. The theme continues inside of the shoe, with "No" and "L's" written on the insoles and "General Release" and "Sorry, This Pair Is Not Numbered" printed inside the collar. The construction features soft tumbled leather in black, white and red color-blocking that is reminiscent of the "Black Toe".
The Air Jordan 1 Retro High OG NRG "Not For Resale" will only be available via raffle - sign up here.
This shoe will only be available to pickup in-store, there is no shipping. If you cannot get to our store in Philadelphia by 7:00pm tomorrow, 11/7, then do not sign up for this raffle.
Photos by Evan Kaucher