When Nike reports its results for the key back-to-school shopping season on Thursday, investors will be eyeing the performance of its Jordan brand, a major profit-driver for the company. Data from analytics firm Altan Insights shows the value of some Jordan shoes has been slipping on the resale market as other sneaker brands, including On Running, experience meteoric growth. On the resale platform StockX, the average premium paid on new releases of Nike’s Air Jordan 1 Retro High, long considered a quintessential collector’s shoe, has slipped from a high of 61% in 2020 to 4% in 2023.
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