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Jordan Brand started to flirt with this idea, too, but the pop-cultural impact of the Space Jams was on another level.
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These storylines made consumers feel a closer connection to the products, and it also increased their value on the secondary market. Nike SB, the brand’s skateboarding offshoot, designed shoes that were inspired by beer, rap albums, and food. In the mid-2000s, the biggest selling point in the niche sneaker market was footwear with stories tied to them. That hype, however, would be topped when word came out that the “Space Jams” would be coming back for the second time ever, following a retro in 2000. The company had released the black-and-red “Playoff” XIs in a pack with the white-and-black “Taxi” Air Jordan XIIs the year before, which caused lineups and people bringing weapons to them to keep themselves safe and get these sneakers for themselves or purchase them as a last-minute gift. But this tradition was in its infancy in 2009. Today, Jordan Brand is expected to release a pair of Air Jordan XIs to coincide with the holiday season every year.
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The shoes became a grail for collectors, and their subsequent re-release in 2009 turned regular folks into sneaker fanatics. Besides cameos from Bill Murray, Larry Bird, Charles Barkley, and Patrick Ewing, the film also featured a pair of sneakers that stole the show: a mostly black Air Jordan XI with a white midsole, icy outsole, and a Concord-colored Jumpman. The movie, in which Jordan stars alongside Bugs Bunny and the rest of the Looney Tunes squad to defeat the Monstars, was a cultural touchstone for those who grew up in the 1990s. The 1996 film Space Jam was a fictional comeback of sorts for Michael Jordan who had hung up his Nike sneakers in 1993 after his father’s death to play baseball. It wasn’t just a crazy day for footwear retailers and consumers it would be a pivotal moment that would shape the direction of sneaker culture. 'Twas two days before Christmas on December 23, 2009, and sneaker connoisseurs, moms, and significant others were huddled in lines with the hopes of procuring a pair of “Space Jam” Air Jordan XIs at malls and sneaker stores across the nation.