IN FLIGHT: The Unstoppable Return of Jordan Brand

As you might have heard, we recently passed the five-year anniversary of COVID-19 being declared a global pandemic. So, let’s cast our minds back to 2020 (maybe even further) and get a little nostalgic, shall we?

Here in the UK, we were only allowed outside for an hour a day, we made sourdough and banana bread our main energy, and podcasts became our best friends. But amidst all of that, something else was bubbling online—the Jordan resale frenzy.

Jordan releases (particularly 1’s) were selling for insane amounts, with collaborations hitting upwards of £1,500 and OG colourways creeping dangerously close to £1,000. The hype was very VERY real. Jordan Brand had the sneaker world in a stranglehold, with even the most basic releases disappearing from shelves and flooding resale marketplaces at eye-watering prices.

A huge part of this hype was fueled by names like J Balvin, Travis Scott, Virgil Abloh, Chris Gibbs, and even Christian Dior (yes, Christian Dior—Google it if you don’t know what I’m talking about). But fast forward a few years, and suddenly, it felt like Jordan Brand had vanished from the spotlight. Sure, there were the occasional drops that sparked some interest, but for the most part, things had turned into a bit of a snorefest. The energy that once had sneakerheads scrambling for every release seemed to have fizzled out in favour of retro OG releases that nobody had much time for.

Well, just when we thought the frenzy had cooled, Jordan Brand asked us to hold their beer, reminding everyone exactly why they dominated in the first place—and proving that they’re far from done. Their recent moves are bringing the brand back to life, and it’s impossible to ignore.

A Legacy Built on Culture

Michael Jordan, 1985

To understand Jordan Brand’s resurgence, we have to rewind the clock a little further than 2020—all the way back to the decades leading up to the mid-1980s. Back then, sneakers were mostly confined to athletes—designed for performance over aesthetics. But something changed in that era, something that would shape sneaker culture as we know it today.

A perfect storm of cultural moments converged, turning sneakers from functional sportswear into a full-blown fashion movement. The biggest catalyst? One name: Michael Jordan.

When Jordan signed with Nike in 1985, it wasn’t just another endorsement deal—it was the birth of Jordan Brand, and it completely revolutionised basketball footwear. No longer were sneakers just for the court, track, or field—they were suddenly a statement piece, a symbol of status, aspiration, and style.

But it wasn’t just basketball fans who took notice.

The Birth of Sneaker Culture

One could argue that modern sneaker culture was born from two key movements:

• Hip-hop and streetwear’s influence – In the mid-to-late ‘80s, hip-hop’s rise helped push sneakers into mainstream fashion. Groups like Run-DMC, with their anthem "My adidas", and the rise of b-boy culture made sneakers a must-have statement piece. Suddenly, sneakers weren’t just about sport—they were a cultural badge of honour.

• The Jordan Effect – Michael Jordan’s dominance on the court, combined with Nike’s genius marketing, turned Air Jordans into the most coveted sneakers on the planet. Each release felt like an event, and Jordan Brand quickly became the blueprint for hype-driven sneaker drops.

It wasn’t just celebrities and athletes wearing them—it was the youth who fully embraced this revolution. Their rebellious energy and unique self-expression made sneakers more than just footwear—they became a cultural currency, a way to showcase identity, style, and belonging.

The Comeback We Didn’t See Coming

Over the decades, Jordan Brand has seen its ups and downs, but its foundation is deeply embedded in sneaker culture. And now, just when people thought the brand was losing steam, they’ve reminded the world why they’re still the GOAT.

The first real sign that change was on the horizon? The release of the Jordan 85 High "Bred"—a moment that made sneakerheads sit up and take notice again. It wasn’t just another retro drop; it was a statement. Jordan Brand was doubling down on heritage, bringing back that unmistakable 1985 shape through meticulous craft, tapping into nostalgia while reminding everyone what made the OGs so special in the first place.

The marketing campaign was nothing short of audacious—featuring the “banning” of eComm models across Nike.com, the @jumpman23 Instagram account, and even a statue! They even went as far as creating a fake lawyer to hand out citations at Nike World Headquarters in Beaverton, wrapping it all up with a brilliant ad exploring what might have happened if Nike had never paid MJ’s fines.

And it didn’t stop there. The Jordan 85 Low “Royal” followed, then came the Black Metallic 5s, a perfect blend of classic heritage and modern execution. And just when we thought Jordan Brand was done flexing, they hit us with the Reimagined 1 “Black Toe”—literally dropping the day after the 85 “Bred” release. I mean, how much of a flex is that!

Except for the Royal 1’s, each of these releases has been backed by clever, calculated marketing, carefully designed to reignite the passion that once had sneaker culture in a chokehold. It is clear to me that Jordan Brand isn’t just making a comeback—they’re making a statement.

The Resurgence in the Bigger Sneaker Landscape

With brands like New Balance and ASICS making serious noise over the past few years, alongside the likes of adidas, who are on their own incredible comeback journey right now, Jordan Brand’s resurgence isn’t just about nostalgia—it’s about proving they still set the standard. These companies have earned their place in the conversation with incredible product drops and collaborations. However, Jordan is reminding everyone that, despite their absence of late, they still hold the crown when it comes to blending cultural relevance, style, and hype.

The Future of Resale and Market Trends

With some of these pairs bound to sell out instantly, it’ll be interesting to see if we witness another surge in resale prices like we did in 2020—or if the market has truly shifted. In 2020, Jordan Brand had an incredible hold on resale, but since then, other brands have managed to carve out their space. The next few months will show whether Jordan’s iconic models can reassert their dominance, or if the resale game has evolved.

THE REST OF 2025

Hold onto your wallets, because the 2025 Jordan Brand release calendar is about as busy as the Post Office on a Monday morning. Beyond all the heat that is en route, what’s really got us excited is the stories, the marketing, and the cultural moments that will unfold alongside these drops. Jordan Brand has always been about more than just sneakers—it’s about heritage, nostalgia, and the impact each release has on the culture.

From high-profile collaborations to throwback classics, this year is shaping up to be a masterclass in how to keep sneaker culture alive. Below is a look at what the brand has lined up for the rest of the year:

March

• Jordan 9 – Cool Grey

• Jordan 3 x A Ma Maniére – Diffused Blue (Expect nothing less than elite storytelling from AMM)

• Jordan 1 x Union – Chicago / Shadow (Union always brings a fresh perspective—will this be another classic in the making?)

April

• Jordan 3 x Nike SB – Blue (The last SB collab hit different, and this one’s got potential to shake things up once again)

• Jordan 5 – Grape (A colourway that defined an era—how will Jordan Brand reintroduce it to a new generation?)

May

• Jordan 1 Reimagined – UNC (The ‘Reimagined’ series keeps rolling—will this be another home run like the L&F?)

• Jordan 4 – White Cement

• Jordan 8 – Aqua (A return of a cult classic—expect some serious nostalgia marketing here)

June

• Jordan 4 x Undefeated (One of the most legendary collabs ever which has sparked some controversy amongst the community around grails returning. Check out SNEAKERDENN’s posts here and here for some insightful opinions and healthy debate)

October

• Jordan 11 – Rare Air

November

• Jordan 8 – Bugs Bunny (An iconic pair—will we see some Space Jam-era storytelling?)

• Jordan 4 – Black Cat

December

• Jordan 11 – Gamma

TBC

• Jordan 1 – Shattered Backboard (One of the best non-OG colourways ever—how will they bring it back?)

• Jordan 1 x Travis Scott x Fragment – Sail / Blue (The biggest names in sneakers coming together again—expect mayhem)

• Jordan 5 x Awake NY – Pink (A fresh take on a classic silhouette—this one could be a sleeper hit)

Stacked, right? But beyond just what’s dropping, we’re here for the bigger picture—the campaigns, the creative direction, and the way these releases shape sneaker culture. Jordan Brand isn’t just bringing the heat; they’re bringing the energy, the storytelling, and the moments that make sneakers feel special again.

The Bottom Line

Jordan Brand isn’t just making a comeback—it’s reclaiming its throne. This isn’t just about sneakers; it’s about continuing to craft legacy, culture, and the moments that define an era. If the last few years had some doubting, 2025 is the year Jordan Brand reminds the world why they’re still number one.

So, what do you think? Which upcoming Jordan release are you most hyped for? Do you think we’re witnessing the dawn of another golden era for the brand? Let’s hear it in the comments below.