Why is no-one buying the Air Jordan V?

Air Jordan V Fire Red

Hello there. Long time no speak. I wish I had a story of adventure and excitement to explain why I haven’t blogged for almost two weeks. Unfortunately, I don’t. I’ve been pretty busy with work but time just seemed to get away from me. Anyway, I’m back now, and I’m sure you all managed just fine without me.

Remember that scene in Jingle All The Way where Arnie is trying to buy a Turboman action figure for his son (who ended up becoming Darth Vader…) on Christmas Eve and all the shop assistants just stand there laughing at him? This is pretty much what I experienced when I tried to buy a pair of Air Jordan IVs a couple of days after their release date. A quick confession: despite the fact that I’m a fashion blogger, I really don’t spend that much on clothes. The reason I do so few OOTD posts is that I only seem to wear about four outfits on a regular basis – you’d all get bored of them very quickly. Then, the one time I was prepared to spend a pretty sizeable sum of money on a pair of shoes, I couldn’t find anywhere that would take my money. But all was not lost – I eventually managed to cop the last pair of Air Jordan IVs at any Foot Locker in London. I know this because the guy who served me told me so, like he wanted to give me a medal or something. Someone in the queue actually congratulated me on my purchase, and I’m pretty sure I heard someone applauding on my way out…

Air Jordan IV bred NikeBut back to the point at hand. The other day I was shopping and thought I’d see if anywhere had any Air Jordan Vs in stock. Not because I was willing to splash £125 on ANOTHER pair of extravagant trainers (at least not yet anyway…), you understand, just because I was curious. Size? Had them in stock. Niketown? Had a ton of them. Foot Locker? Practically had a wall of them. So what’s the deal? Well, some industry experts (ok, ok it’s just me) think comparatively slow sales of the Air Jordan V might be due to the resurfacing of this picture -

Sports Illustrated Your Sneakers or Your LifeEven though the above picture was featured on the cover of SI way back in 1990, lots of Instagram commenters on Nice Kicks’ repost of the image thought it was much more recent than that. Perhaps that’s because the issue the cover highlights hasn’t gone away – although most of them don’t receive a lot of mainstream news coverage, killings over sneakers (especially Air Jordans) still happen pretty regularly. Is this a clue as to why AJ5s aren’t moving as quickly as a lot of releases? Although there’s no denying that the AJ4 is pretty distinctive, they can look like an old pair of Etnies if you drape your trousers in a particular way. Contrast this with the Air Jordan V and the distinctive red shark teeth on its midsole. However you wear your trousers, there’s no hiding that. Is it possible that people are avoiding this iconic pair of shoes because of fear?

Attitudes towards shoejacking online range from bravado – ‘I’d kill a [expletive] before I let him take my Js’ – to sombre; one Nice Kicks commenter told of an African American man jumping an Asian boy outside of a shoe shop, beating him senseless and taking his sneakers. He highlighted the fact that none of the ten plus people passing by came to his aid. It’s bad enough that we live in a world where people get mugged for mobile phones and wallets, but the fact that some people value a £100 pair of shoes more than somebody’s life is truly sad. Not to mention pretty damn scary.

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