After the “Jubilee” Air Jordan 11 made headlines last year for grossing over $175 million, the Air Jordan 11’s holiday release of 2021 is making headlines after people called Nike’s results for the third quarter of fiscal year 22.
This time it’s the Air Jordan 11 “Cool Grey”, released on December 11, 2021, that’s grabbing the attention. While talking about the brand’s SNKRS app on the call, Nike CEO John Donahoe referred to the Jordan 11 as the biggest release from Nike’s direct-to-consumer era. “The launch of the AJ 11 ‘Cool Grey’ on SNKRS was the largest for a single style in Nike Direct history,” said Donahoe.
There was no specific timeline given when Nike Direct started, but it should be noted that different language has been used for different releases over the years. 2016’s Air Jordan 11 “72-10” has been called the biggest launch in nike.com history. The following year’s “Space Jam” 11 was simply called Nike’s biggest launch ever. 2018’s “Concord” was said to make even bigger numbers, and Donahoe called 2019’s “Bred” Air Jordan 11 “the biggest launch in company history.”
Donahoe attributed the success of “Cool Grey” to new engagement efforts. “We generated this unprecedented demand by engaging with consumers in new ways, including leveraging Snapchat’s Try On lens, an Instagram activation of the #InMyJs hashtag, and a Fortnite partnership with custom skins. and a digital scavenger hunt,” he said.