Kentucky-based retailer Oneness have used the release of the Air Jordan 1 ‘Not for Resale’ to stick it to the resellers. Taking the theme to the next level, they’ve forced customers to wear the sought-after Jays out of the store on foot, and without the box.
Prices for the Air Jordan 1 ‘Not for Resale’ are averaging around $600 USD on StockX, so it’s safe to say the sneakersphere hasn’t been rolling with Nike’s tagline so far.
‘We knew a few months ago a store overseas had some kids wear some shoes out of the store and they cleaned them outside, so I just took it one step further’, says Staley referencing Solebox's Parra x Nike Air Max 1 release. ‘We’re playing on the story. I think the brands are trying to play with these stories nowadays, so [the release] helps to back the story up. We’re just trying to keep the culture alive and well.’
Check out some of the footage from the release below:
Pics and footage via @joesdayjob.