Casual streetwear or the best investment out there? Try not to scuff them too much. Photo: @the_shoeniverse_505/Instagram Casual streetwear or the best investment out there? Try not to scuff them too much. Photo: @the_shoeniverse_505/Instagram
Casual streetwear or the best investment out there? Try not to scuff them too much. Photo: @the_shoeniverse_505/Instagram
Daniel Langer
Opinion

Opinion

Daniel Langer

Dior x Nike Air Jordan 1 sneakers, loved by Kylie Jenner and re-selling for US$20,000 already, are the world’s smartest investment – thanks to millennial FOMO

Selling for upwards of US$20,000 on resale sites like stockx.com, after 5 million bidders signed up for just 8,500 pairs on sale, the landmark limited edition Christian Dior and Nike sneaker collaboration cynically exploits fear of missing out – FOMO – a lesson for all luxury brands seeking to market to millennials and Gen Z

Casual streetwear or the best investment out there? Try not to scuff them too much. Photo: @the_shoeniverse_505/Instagram Casual streetwear or the best investment out there? Try not to scuff them too much. Photo: @the_shoeniverse_505/Instagram
Casual streetwear or the best investment out there? Try not to scuff them too much. Photo: @the_shoeniverse_505/Instagram
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Daniel Langer

Daniel Langer

Daniel Langer is the CEO of the leading luxury, lifestyle and consumer brand strategy firm Équité (equitebrands.com), and the professor of luxury strategy and extreme value creation at Pepperdine University in Malibu, California. He consults some of the most iconic luxury brands in the world, is the author of several luxury management books, a frequent media commentator, a global keynote speaker, and holds luxury masterclasses in Europe, the USA, and Asia. Follow @drlanger on Twitter