After the “Jubilee” Air Jordan 11 made headlines last year for pulling in over $175 million, 2021’s Air Jordan 11 holiday release is in the news following Nike’s Q3 FY22 earnings call.
This time it’s the Air Jordan 11 “Cool Grey,” released on December, 11, 2021, that’s getting the attention. While talking up the brand’s SNKRS app during the call, Nike CEO John Donahoe singled out the Jordan 11 for being the biggest release of Nike’s direct-to-consumer era. “The AJ 11 ‘Cool Grey’ launch on SNKRS was the largest for a single style in the history of Nike Direct,” Donahoe said.
There wasn’t a specific timeline given on when Nike Direct began, but it’s worth noting that other language has been used for different releases throughout the years. 2016’s “72-10” Air Jordan 11 was called the largest launch in nike.com’s history. The next year’s “Space Jam” 11 was simply called the largest Nike launch ever. 2018’s “Concord” was said to do even bigger numbers, and Donahoe called 2019’s “Bred” Air Jordan 11 the “largest launch in company history.”
Donahoe attributed the “Cool Grey” success to new engagement efforts. “We drove this unprecedented demand by engaging with consumers in new ways including leveraging Snapchat’s Try On Lens, a hashtag #InMyJs Instagram activation, and a Fortnite partnership with custom skins and a digital scavenger hunt,” he said.