In the mid-1980s, Nike revolutionized basketball footwear with the introduction of the Air Jordan line, a signature series for Michael Jordan that transcended sports to become a cultural phenomenon. The Air Jordan 1, despite facing an initial ban from the NBA due to its bold color scheme, sold an astounding 4 million pairs in 1985, far surpassing Nike’s expectations.
However, as of 2025, the prominence of Air Jordans on NBA courts has notably diminished. Current data indicates that only one Air Jordan model ranks among the top ten most-worn sneakers in the league, and it doesn’t even make the top three. In stark contrast, the Nike Kobe 6 has emerged as the preferred choice for many players, underscoring a significant shift in sneaker preferences within professional basketball.
The Decline of Air Jordans
Several factors contribute to the waning presence of Air Jordans in the NBA. In the 1990s, these sneakers were emblematic of style and performance. However, by 2023, their allure began to fade, as evidenced by a decline in the resale market. For instance, the Air Jordan 1 Retro High’s share on StockX plummeted from 61% in 2020 to a mere 4% in 2023. Additionally, Air Jordan’s contribution to Nike’s revenue dropped from 29% in the 2022 fiscal year to 16% in 2023.
This downturn can be partly attributed to an oversaturation of the market. Nike’s strategy of increasing the supply and retail price of Retro Jordans led to a surplus, diminishing their exclusivity and appeal. Josh Luber, CEO of StockX, highlighted that this approach adversely affected the brand’s reputation and image.
The Rise of Kobe Bryant’s Sneakers
Conversely, Kobe Bryant‘s signature line has experienced a resurgence in popularity. Data from KixStats reveals that four Kobe models released between 2009 and 2013 are among the top ten most-worn sneakers in the NBA. The Kobe 6 leads the pack, with 465 players opting for this model, accumulating 8,454 minutes on the court. In comparison, the only Air Jordan in the top ten, the Air Jordan 39, was chosen by 159 players, totaling 3,508 minutes of play.
The enduring appeal of Kobe‘s sneakers can be traced back to Bryant‘s innovative approach to design. In 2009, he collaborated with Nike’s Eric Avar to introduce the low-top Nike Zoom Kobe IV, inspired by soccer cleats. This design was a departure from traditional high-top basketball shoes, offering enhanced mobility without compromising support. Bryant’s vision challenged conventional norms and set new standards for performance footwear.
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