Does Drake’s Jordan Deal Still Matter?

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A few years ago when the sneakers were first shown to the public as promotional pairs worn by Drake, his friends, and select NBA players, there was a genuine hype around the shoes. EBay auctions for the OVO-edition Air Jordans often fetched amounts in the thousands and the collaboration between the Toronto artist and Michael Jordan’s brand had an authentic buzz around it. But it’s taken three years for the brand to rollout four different sneakers, of which there are white-and-gold and black-and-gold Air Jordan XIIs, and the fanfare around the shoes has considerably died down.

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