Jordan Brand is switching things up for the release of the Air Jordan 1 High OG “Rebellionaire” over the next two weeks.
The brand won’t be releasing the “Banned”-inspired AJ1 on its SNKRS app or even footsites like Foot Locker, Champs, and others. Instead, the brand is utilizing its relationships with its premier local boutiques for the release.
Known as NBHD (neighborhood) accounts, around 80 retailers across North America will be holding special events, raffles, activations, and more with the upcoming release. Corporate Got Em, Makeway, UNDFTD, Kicking It ATX, UNKWN, All The Right, Social Status, Centre, A Ma Maniére, Manor Phoenix, and other boutiques will hold their respective releases on March 12 and March 19 (release date varies by location).
Despite Nike, Inc.’s consistent direct-to-consumer push with account closures and a scale-back of allocation for even Foot Locker, the “Rebellionaire” release allows local boutiques to become the premier spots for upcoming releases paving the way for more authentic relationships and a better sense of community within sneakers.
More NBHD-exclusive releases are expected to take place in the upcoming months. Be sure to tap in with your local sneaker shop for more exclusives.
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