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CounterKicks can confirm from multiple sources that today’s Air Jordan 11 “Breds” release was produced in a total run of 500,000 pairs. That’s half a million Jordan 11s floating out there across the globe.
It’s about the same amount of total pairs created for last year’s Air Jordan 11 “Concords” release, which we’ve pulled from our factory and company sources, not estimates.
Half a million pairs produced in any single colorway of a footwear product, let alone a single style, is an absolutely titanic number. To put this in perspective, Nike publicly stated they sold half a million pairs of LeBron 8s two years ago over the entire season’s run, which factors in multiple styles and colorways of the shoe over a multi-months long period.
Today, Jordan Brand will instantly sell-thru 500,000 pairs of Air Jordan 11 “Breds” in a single day.
We can estimate the total wholesale take of what this actually means to the company.
Air Jordan 11 Retro “Breds” carries a suggested retail price of $185. It was initially offered at $180 earlier this year to retail account buyers, with a wholesale price of $95.40 at that time. Athletic footwear wholesale prices are typically 50% of the MSRP, with an added $5-10 typically on sought after styles like top tier Nike and Jordan retro products.
So rounding up, the wholesale price on today’s Air Jordan 11 Bred is approximately $100 at cost to retail from Jordan Brand.
Take the 500,000 production number we’ve confirmed and multiply that by $100.
That’s an instant $50 million dollars worth of wholesale Air Jordan 11 Bred product sold to retail.
Also consider many of these pairs are being sold directly by Nike in their Direct-to-Consumer channels, cutting out the retail middle man, so that figure should be well north of $50 million.
Jordan Brand’s total yearly wholesale business is just over $1 billion dollars by comparison, so you can see how big of a chunk this single holiday release means to the company.
It’s a huge number. But also factor in this has been a year-long hyped and anticipated product, sought after by trendy kids and nostalgic adults not only in the US, but worldwide.
Massive supply meets even more massive demand.
Jordan Brand has created a holiday juggernaut. What retro release will they follow it up with next year?