Nike is dropping a new Air Jordan 1 sneaker everyday this week

Nike's "The Week of The Ones"

Nike’s “The Week of The Ones”

Nike UK will be releasing different iterations of its iconic Air Jordan 1 sneaker everyday this week as part of an event series it is calling “The Week of The Ones”.

The aim is to “celebrate the icon” of the Air Jordan 1 sneaker, which was first released in 1984 and has since cemented its status as “sneaker royalty, forever associated with streetwear, style and His Airness himself”, according to the brand.

The exclusive sneakers are available for European customers, and can only be purchased through the brand’s SNEAKRS UK app.

Upon opening the app, a GIF on an all-white design of the coveted sneaker will flash up in different colorways to reveal the editions available throughout the week.

The first two styles have already been confirmed at this point, called the “PSG” and “Not For Resale”.

Such a move from Nike comes at a time when we’re seeing an increase in retailers capitalizing on the hype around the streetwear inspired drop-culture. Barneys New York and Neiman Marcus recently embraced limited releases in their respective department stores in June of this year, and the newly opened MatchesFashion.com store in London is investing in refreshing its product assortment every two weeks.

Luxury brands have also been embracing this model, with Burberry as one example introducing monthly-recurring product drops of exclusive merchandise under the supervision of its new creative director Riccardo Tisci.

The phenomenon of streetwear culture and its impact on luxury specifically is analyzed in more depth on an episode of the Innovators podcast by TheCurrent, where we interviewed Ferdinando Verderi, co-founder and creative director of NY-based agency Johannes Leonardo, and the man responsible for much of the work between Adidas and Alexander Wang.

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