Please ensure Javascript is enabled for purposes of website accessibility

Nike Launches Early Promotional Batch of Air Jordan 5 Shoes as Michael Jordan Documentary Begins

By Rhian Hunt - Apr 20, 2020 at 2:13PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

The “Fire Red” shoes, first offered 30 years ago, sold out immediately.

Timing the promotional gesture carefully to coincide with the start of a new Michael Jordan documentary mini-series, The Last DanceNike (NKE -0.38%) put up a limited number of Air Jordan 5 Fire Red shoes two weeks before the sneaker's official May 2 launch. Though the release came as a surprise, fans and Nike enthusiasts bought out the offering almost immediately, paying $200 per pair to get the scarlet-highlighted footwear early.

Originally released in 1990, the Fire Red sneaker was worn by Michael Jordan on March 28 of that year during a game between Chicago and Cleveland. Nike says the Air Jordan 5 series takes style cues from the famous North American P-51 Mustang piston-engined fighter of World War II, one of the war's top combat aircraft. The Fire Red "colorway," after its initial 1990 release, saw additional production runs in 2006, 2013, and 2016 before its return this year.

A view of the Nike Headquarters campus.

The Nike headquarters campus. Image source: Nike.

Nike kept mum about the early limited release until the day The Last Dance started airing, when it sent out notifications on its SNKRS app. The main release is still scheduled for May 2. 

Early purchasers met the surprise with enthusiasm, buying out the limited supply within minutes, according to news sources. The retro-styled Air Jordans will sell for $200 a pair on their official release date, too, with those for "big kids" going for $140 and "little kids" sizes retailing for $80.

Nike is currently the world's top apparel brand, worth over $34 billion.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

NIKE, Inc. Stock Quote
NIKE, Inc.
NKE
$102.86 (-0.38%) $0.39

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning analyst team.

Stock Advisor Returns
317%
 
S&P 500 Returns
112%

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 06/30/2022.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Premium Investing Services

Invest better with The Motley Fool. Get stock recommendations, portfolio guidance, and more from The Motley Fool's premium services.