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AIR JORDAN - FROM HYPE TO HYSTERIA
    In the 1990s, the hype became outright hysteria. Michael Jordan breaks all existing records, terrifying his opponents and delighting his fans. It is more famous that the Beatles and the American president and his personalized shoes start a real madness. Today, this hysteria is far from subsiding: when a new Jordan pair is released, whether it is a reissue, a retro model or a special edition, Jordan Brand fans line up outside the shops - during several days if necessary. Sold out in a matter of seconds, the sneakers are then offered online at dizzying prices. Jordan Brand has acquired such power that Nike has decided to set it apart. In 1997, the Air Jordan 18 were the first pair to be released under the name of Jordan Brand. The rest of the story is known ...