When Dior men’s artistic director Kim Jones debuted the Air Jordan 1 High OG Dior at Art Basel Miami in December 2019, nobody could have predicted the seismic shift about to hit the sneaker world. This wasn’t just another collab—it was the moment luxury fashion and street culture fully collided, creating a hype storm that would transform how we view designer sneakers forever.
“I chose to collaborate with Jordan Brand because Christian Dior collaborated with the best American brands of his era,” Jones explained about the partnership. But this wasn’t just about honoring heritage—it was about creating a new lane where haute couture craftsmanship could meet basketball culture on equal footing.
The $2,000 Sneaker That Broke The Internet
From the jump, the Dior x Air Jordan 1 was built different. Made in Italy with premium Dior leather, each pair featured:
- A crisp white and “Dior Grey” colorway (a nod to Christian Dior’s favorite
color) - The iconic Nike Swoosh embroidered with Dior’s signature Oblique pattern
- “AIR DIOR” wings logo embossed on the ankle
- Translucent blue outsoles with co-branded logos
- Metal-tipped laces and Dior-branded aglets
- Individual numbering on each pair
But the most shocking feature? The $2,200 retail price tag for the high-top (and
$2,000 for the low) — making it the most expensive Air Jordan release in history.
Five Million People, 8,500 Pairs
The demand for the Dior x Air Jordan 1 reached unprecedented levels. When Dior finally launched its online draw in June 2020 (delayed by the pandemic), a staggering five million people registered to buy just 8,500 available pairs of the high-tops (plus 4,700 low-tops).
The math is mind-blowing: less than 0.2% of people who wanted these sneakers could actually get them at retail. It wasn’t just sneakerheads and fashion enthusiasts competing—it was basically the population of Ireland fighting over a handful of shoes.
Dior’s president and CEO Pietro Beccari revealed they reserved 5,000 pairs for their top clients, leaving just 8,000 pairs for the public draw. Even with that elite allocation, the demand far outstripped supply, creating instant grail status.
From Runway to Resale: The $15,000 Sneaker
What happened next redefined luxury sneaker economics. Within weeks of release, resale prices exploded:
- Initial resale prices hit $10,000-$13,000
- By 2021, pairs were selling for up to $15,000
- That’s a 600-700% increase over retail
- Even during market dips, prices rarely fell below $7,000
These weren’t just expensive shoes — they became financial assets, appreciating faster than some stock portfolios. Investment platforms like Timeless even began offering fractional ownership of Dior Jordan 1s, treating them like fine art or collectible cars.
The Cultural Moment
The Dior x Jordan 1 transcended sneaker culture to become a genuine cultural milestone. When Meena Harris’s husband Nikolas Ajagu wore them to President Biden’s inauguration in January 2021, searches for the shoes spiked 280% on StockX, and bids jumped 100% in 24 hours.
The collaboration wasn’t just about the product — it was about the perfect cultural
timing:
- Luxury fashion was increasingly embracing streetwear
- Basketball and hip-hop’s influence on fashion was peaking
- Social media created unprecedented hype cycles
- Sneaker collecting had evolved into a mainstream investment category
How Dior Changed the Luxury Sneaker Game
The Air Dior collab fundamentally altered the relationship between luxury fashion
houses and sneaker culture:
1. Legitimized Ultra-Premium Pricing
Before Dior x Jordan, $500 seemed expensive for sneakers. The $2,200 price
point established a new ultra-premium category that other luxury brands quickly
followed.
2. Elevated Manufacturing Standards
Each pair was crafted in Italy using Dior’s leather suppliers and quality control,
bringing haute couture manufacturing techniques to athletic footwear.
3. Created a New Collector Category
The collab bridged two previously separate collector worlds: sneakerheads and
luxury fashion enthusiasts, creating an entirely new category of buyer.
4. Set the Template for Future Collaborations
The success of Air Dior accelerated high-fashion sneaker collabs, with brands like
Louis Vuitton (with Nike), Balenciaga (with Adidas), and Gucci (with New Balance)
following suit.
5. Transformed Marketing Approaches
The limited-edition model, special packaging, and exclusive pop-up experiences
became the gold standard for luxury sneaker releases.
The Aftermath: Fashion’s Collaboration Overload
he unprecedented success of the Dior x Jordan collaboration set off a gold rush of luxury/streetwear partnerships. By 2022, the market was flooded with collaborations, leading some critics to suggest the approach had lost its specialness.
As one industry commentator noted: “What was once an earth-shattering occurrence has become a bi-weekly eyebrow raise at best.” Yet despite collab fatigue, the Air Dior partnership continues to be referenced as the ultimate benchmark for success.
Beyond the Hype: A Lasting Legacy
Five years after its release, the Dior x Jordan 1 remains one of the most coveted and valuable sneakers ever created. Its influence can be seen in:
- Design language: Luxury brands now regularly incorporate streetwear elements and sports heritage into their footwear
- Business strategy: Limited-edition sneaker collaborations have become standard revenue drivers for luxury houses
- Consumer behavior: High-end customers now view sneakers as investmentworthy status symbols
- Retail experiences: Pop-up launches and digital draws have become the norm for major releases
What’s Next?
As we move through 2025, the collaboration landscape continues to evolve. Luxury brands must now balance exclusivity with accessibility, innovation with heritage. While some partnerships feel formulaic, the best collaborations—like Dior x Jordan—still have the power to transcend categories and create genuine cultural moments.
What made the Air Dior collaboration special wasn’t just its price tag or limited numbers, but how it respectfully merged two iconic design languages into something greater than the sum of its parts. As future collaborations emerge, this remains the gold standard: creating something that honors both brands’ heritage while pushing both into exciting new territory.
The sneaker that was once dismissed by purists as too expensive and too fashion-forward is now recognized as the watershed moment when luxury fashion and sneaker culture fully merged—forever changing how we view, value, and collect both.