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Air Jordan Packs: Preserving The Michael Jordan Story

Air Jordan Packs

Long before raffles, reservations, and resales, the sneaker landscape looked drastically different. Somewhere in the late 2010s, the accumulation of sneaker collectors changed the game forever — and Jordans have consistently been at the heart of it.

It's unsettling to think Michael Jordan's sneaker legacy will outlive his basketball legacy. While he has undoubtedly earned the title of Greatest Of All Time, it will spark debates until the end of time. However, what won't is the longevity of Jordan Brand as one of the most successful sneaker franchises in history. That's mainly by the storytelling the brand has been able to uphold for decades beyond MJ's retirement. Retros preserve the stories for Jordan, and in 2006, Jordan Brand introduced a multi-shoe release format in which sneakers were sold as a special two-pack.

Jordan New Beginnings Pack

In 2020, Jordan Brand paired the Air Jordan 1 with the Nike Air Ship to revisit and reinvent where it all began. The white and red sneaker duo, titled the "New Beginning" pack (CT6252-900), was released during NBA All-Star Weekend in Chicago in very limited quantities.

Jordan New Beginnings Pack

Although the Air Jordan signature line began with the 1, the Nike Air Ship preceded it. The story goes that in MJ's rookie year in 1984, he was fined for breaking the NBA's uniform rules with these sneakers. Each time he wore them, he was fined $5,000. At the time, the NBA strictly enforced matching uniforms and shoes, and the black and red sneakers Michael donned didn't adhere to these rules. Nike capitalized on this "Banned" storyline while simultaneously footing the bill as he continued to wear them. A year later, the Air Jordan 1 was born. The New Beginnings pack retailed for $350 but can trend upwards of $1,500. It remains a highly coveted and collectible Air Jordan release.

The Future of Jordan Shoe Packs

Did the 2020 New Beginnings pack signal a potential future run of multi-shoe packs for Jordan Brand? It was well received and met with enormous hype, but before that, the effect was few and far between.

In the 2010s, Air Jordans continued to be marketed in packs to commemorate storytelling moments but were sold separately. That said, 2021 hosts a generation of collectors. Sneaker enthusiasts and collectors dig into Jordan archives adjacent to Jordan Brand, reissuing sneakers to continue the Jordan story.

Jordan Packs

The Pack Wave

Throughout the 2000s, the DMPs unlocked a plethora of Jordan packs. The Beginning Moments pack (316132-991), also known as the "Old Love/New Love," was released in 2007. It featured two pairs of Air Jordan 1s: white, black and red ("Black Toe") and black and yellow.

In 2008, Jordan brand celebrated its 23rd anniversary and the launch of the Air Jordan 23. It paired signature models into Countdown Packs (CDPs) equaling 23: 1/22, 2/22, all the way up to 11/12. At the time, this was the only way to purchase a "retro" Jordan sneaker, but with two pairs of shoes, it came at a high cost. Each release was hit or miss, unable to match the energy of the DMP.The Jordan 12/11 Retro Countdown Pack (338149-991) remains a crowd favorite, taking the form of two highly regarded OG colorways: black/red "Bred" Air Jordan 11 and the white/black "Taxi" Air Jordan 12. At this point, the Air Jordan craze began to take off, starting the annual tradition of December Air Jordan 11 releases.More packs would be sprinkled into the 2010s.

Other popular packs include:

Beginning Moments Pack

Beginning Moments pack (316132-991)

Jordan 12/11 Retro Countdown Pack

Jordan 12/11 Retro Countdown Pack (338149-991)

Air Jordan Infrared Pack

Air Jordan Infrared Pack (398850-901) with both the black infrared and white infrared (2010)

Air Jordan Infrared Pack (398850-901)

Air Jordan 6/7 Golden Moments Pack

Air Jordan 6/7 Golden Moments Pack (535357-935) (2012)

Air Jordan 6/7 Golden Moments Pack

Air Jordan 1/29 MTM Pack

Air Jordan 1/29 MTM Pack (802398-900) honoring Michael Jordan, Tinker Hatfield and Mark Parker (2015)

Air Jordan 1/29 MTM Pack

Pantone Pack

Ultimate Gift Of Flight or "Pantone" Pack (717602-900) (2014)

Bulls Celtics Pack

Air Jordan 1 Retro High DMP "Bulls Celtics" Pack (371381-991) (2009)

Air Jordan 1 Retro High DMP

Atmos x Air Jordan 3 Retro & Air Max 1 Pack

Atmos x Air Jordan 3 Retro & Air Max 1 Pack (923098-900) (2017)

Jordan 12/11 Retro Countdown Pack (338149-991)

Jordan Defining Moments Pack (DMP)

In 2006, the first Jordan sneaker pack was released, titled the "Defining Moments" pack (CT4954-007), also known as DMP for short. Fittingly, this was a defining moment in itself for the sneaker culture and remains one of the most elusive releases.

At the time, it wasn't typical for Jordans to sell out within minutes, let alone be sold in a secondary market for more than its retail price. It was more a matter of geography, but generally, it wasn't laborious to buy sneakers when you wanted to. In fact, many Jordans hit sales racks. The DMP was the closest glimpse at present-day sneaker hype. It originally sold for $295 and was nearly impossible to get.

The Defining Moments pack paired the Air Jordan 6 in black and gold with the Air Jordan 11 white and black "Concord" colorway, with the latter being the primary driver of the hype surrounding this release. The AJ11 Concord was initially released ten years prior, amassing lineups and the brand's first instant sellout release.

Jordan Defining Moments Pack (DMP)

Jordans Release Dates, News and Articles

Attention all sneakerheads and basketball fans! Read all about the oldest and latest Jordan releases on the eBay Sneaker Hub. From iconic retro styles to new collaborations, you'll find everything you need to know to complete your Jordan collection.