Retailer Forces Customers to Wear Air Jordan 1 "Not for Resale" to Purchase

To combat resellers at its Air Jordan 1 “Not for Resale” release, retailer Oneness added an additional clause to its release strategy.

According to videos posted to Instagram, the Kentucky boutique required customers to not only wear the shoes out of the store but leave the box behind too. Oneness owner Joe Staley noted that they wanted to play into the story of the shoes and “keep the culture alive and well.” Additionally, Joe said that the latest forced-wear release is probably the first and last time they will enforce the policy. In an ironic turn, the Air Jordan 1 “Not for Resale,” which was created to poke fun at the resell-centric state of sneaker culture, is currently listed at $600 USD on StockX – nearly four times the original $160 USD retail price.

Watch clips of the unique release strategy from Oneness below.

For more sneaker news, Nike SB recently recalled the roots of its highly-acclaimed Diamond Dunk.