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When JLo performed at the Super Bowl Half Time Show in February, you’d be forgiven for assuming that all eyes were on the star, her metallic get-up and her luscious locks.
For sneakerheads though, there was something far more alluring on stage: J Balvin’s Air Jordan 1 trainers, which the hitmaker teased on his Instagram before the performance.
Ten months later and the treads, which launched yesterday and were a collaboration between Balvin and the Jordan brand, sold out instantly, making Nike history.
The Colombian star, who is also the first Latino artist to collaborate on a pair of Jordans, took to his Instagram to declare: “Sold Out Global Sold out. From what I counted, they were gone in a minute.”
While Nike is unable to disclose exact figures, the hype is real: the kaleidoscopic kicks, which took two years to design and create, originally sold for $190 and are already being re-listed for four times that amount on resale site StockX.
This month is going from strength to strength for J Balvin after he was unveiled as Deezer’s most-streamed artist of the year last week.
This isn’t the first sell-out Air Jordan 1 launch of the year either. Dior’s limited-edition Air Jordan 1s, which dropped in July, not only garnered a waitlist of 5 million and had fans queuing from 4am to get their hands on a pair, but are now being sold for upwards of $30,000 on some resale sites.