Concords, Christmas and the Marketing Genius of Nike’s Jordan Brand

The after-holiday marketing of Air Jordan sneakers are big business in the fourth quarter

If you’re a sneaker enthusiast or know someone who is, chances are you’ve probably heard the word “Concords” a lot in the past few days. Even those who aren’t into kicks have probably seen “Concords” trending on Twitter in the U.S. or have heard the word on the news in sentences accompanied by not-so-nice words like “fights,” “pepper spray” and “stabbings.” The “Concords” are a latest colorway of the Air Jordan XI sneakers to be released near Christmas and they are currently the most coveted new sneaker on the market.

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