In Pursuit of the Jordan 11 Legend Blues; A Sociological Perspective on the Culture of an in-person Shoe Drop.
By Thomas Orr
I arrived at the parking lot thirty minutes early and noticed a young man tenting outside the door of the sports store Scheels with a line of at least a dozen people behind him waiting for the store to open and the highly anticipated Jordan Legend Blues to “drop”. I watched two men walk to the front of the line past me and many others to greet a friend who was towards the front of the line. Everyone looks down when they walk by them. They are not avoiding eye contact, they are examining the size of their feet. In a nearly humorous ritual everyone sizes up their sizes to see if the budging will significantly impact their odds of winning the chance to buy the pair they coveted. A lady behind me blurts out, “hell no” they can’t be doing that as the two men settle into line in the manner that would alert even the least vigilant kindergartner in a lunch line. The man behind her says, “It happens in every town”. At that point I realized (later confirmed) that they both wore my same size 11 and my slim hopes were in fact slimmer.
Why were all these people competing to pay $230 dollars for a pair of basketball shoes and camp out to ensure their success? Why can even a nasty, smelly, and beat up pair of used basketball shoes from 1985 still be worth 10,000 dollars to the right person? It is also important to answer the question of why a middle aged Sport Management Professor/Assistant Hockey Coach (we wear skates not high tops) would want to buy a pair of Jordans and enter such an environment. The question of why does such an environment exists as well as best practices for managing these situations will be addressed.
In order to continue this ethnography and show some validity it is important to introduce the researcher, as my methods and approach will be the instrument in which we examine this social phenomenon. My attempts to form relationships with students and try to present a “hipper” look came to fruition over a decade ago when my son Lyndon gave me an old pair of his Legend Blues that he had wore out and already fit me, telling me I should wear them to teach in. The first day several of my students including many of diverse background gave me huge smiles and started long conversations with me that started with shoes and went to all kinds of important or just fun topics. I enjoyed getting to know more about shoes and went about studying them and appreciating their relationship to my professional education in sport marketing. Reading books on Nike, Michael Jordan, Business, and of course the research I have conducted that led to my text books and other scientific writing on the topic of sport culture including my PhD dissertation that was influenced by Gary L. Fine’s sport ethnography; “With the Boys, Little League and Preadolescent Culture.” (see: https://press.uchicago.edu/ucp/books/book/chicago/W/bo5957083.html )
As a young boy in the 1980’s I begged my parents for the Air Jordan 1 and was very pleased when they bought me the entire Jordan 1 Flight Suit for Christmas. I loved the Nike commercials for Michael Jordan, Bo Jackson, Ken Griffey Jr. and others that Nike presented. Like most people in America, I thought Michael Jordan was and still is; the coolest. The Last Dast Documentary recently reminded many and introduced more people to the legends of Michael Jordan. His shoe drops are just one indicator of how cool MJ still is. Miley Cyrus sang with several wrappers in the song “23” that peaked at number 11 on the Billboard top 100 that features Air Jordan sneakers as just one example of the many hip hop and popular culture references. Space Jam 11’s are featured in the video and pay homage to the popular movie Space Jam, that allowed Michael and later Lebron James to crossover into new audiences with their personal brand as well as further ignite the brand growth of Nike with the help and endorsement of none other than Bugs Bunny himself. This nostalgic and current interest in the Jordan Brand has created an economic system where that same flight suit and a pair of Jordan 1’s in a box new with tags would buy a nice house for a family.
Simply put scarcity is a key economic factor in the equation. Just like baseball cards a generation before, parents, kids and house cleaners did not appreciate the potential future value of the shoes. That created a lack of supply as their was only a finite number of each pair produced. In terms of demand, the growth of sports, the NBA, Nike, as well as introducing American culture and products to the entire world, coupled with the natural increase in the world population and you have a situation that inflates the price of shoes. As shoes consistently show value, like an asset they become more acceptable as having value so people also collect them as an investment. Investment firms and groups of investors consistently trade and sell shoes at auctions and other markets with even some of the top investors and firms having equity tied up in used tennis shoes.
The status and social symbol of the Jordan logo has significance for not just investors but everyday people. Despite being overpriced, Jordans are still less expensive than many consumer items and thus people can find room in their budgets even if they don’t have money for other things. They become a priority and often the investment side allows people to justify the purchase. Middle school girls to NFL tight ends like Travis Kelce with their own shows and popular girlfriends like Taylor Swift love to show off their cool Jordans.
In the words of Malcolm Gladwell, we have passed the tipping point. The social contagion of shoes has spread like an epidemic and I am now in one of the many lines throughout America waiting for the shoe drop. According to the person who manages the shoes for the store the boy in the tent had been their since 4:30am and his phone was ringing at 7:15 am with people asking him to open the store because they were in line even though the store and shoe drop opened at 9am which also coincided with the online shoe drop from Nike. I had been about 14th in line and now with the two “budders” my math was not fun as I imagined them only having one or two shoes in each size and it appeared everyone in line wanted my size. The door opened and an associate attempted to hand out price cards for each shoe and that is when law and order disintegrated. Like a Civil War charge our back row pulled off a maneuver that allowed them fold back towards the associate and just like that our line was broken and chaos appeared to be underway as peoples murmuring grew louder as they realized what was happening. The group of shoe enthusiasts had become a small mob who demanded their sizes.
The original associate was joined by the Men’s Footwear Manager Chad Wallin, who entered as if he were the Sherriff in the old west, and instantly seemed to calmly bring in some order. He had anticipated this situation and knew his customers. A young man who had been there early and had been pushed towards the back was given service when they knew that there would be bullying and issues like this. They quickly sorted things out and made sure people knew that they would be taken care of and many other associates funneled people in.
With several tills going people were concerned about not getting their sizes as some were going faster then others. My line was held up by a man paying in ones which I later was told happens all the time at these drops. It took several associates to count multiple piles and it was followed by some bantering about how much was really in the piles. This irritated many people as the other lines were quickly distributing shoes while our line was not moving. For this drop as opposed to a Kobe limited edition there ended up being enough shoes for all who came early or close to 9pm with only a couple having to size up or down a half size to make it work. People who “won” the chance to pay for them had huge smiles for the most part. Many would resell them to make a profit while others would either wear them or put them away. Regardless of the motive the joy was felt as one young man held them up like they were the Stanley Cup.
I had some great conversations knowing that my purpose was to be a part of the moment and experience this as a sociologist and author. When I talked to the man who budged in front of me I did not mention the budging in line and just appreciated his story and found it ironic that he mentioned he wished these thing ran smoother and things were more fair. I chuckled and did my best not to blow my cover as a researcher but made a careful note. I thanked the manager as well as the other employees for keeping this a relatively safe experience and doing their best to keep the customers happy. While talking to the security officer we found out he is a student at the university where I teach and is a big fan of shoes as well. In my follow up conversation with associates they told me these events can get loud and need to be managed for risk. The boy in the tent had been there since 4:30am and they mentioned that the lines have been growing for these type of events and they were ready and waiting for December 14th, just like “us”.