In a recent interview with┬áEsquire,┬áJordan BrandÔÇÖs Senior Vice President, Howard ÔÇ£HÔÇØ White, spoke about the role its sneakers have played in the deaths of innocent consumers, marking the first time the company has talked about it.
Jordan Brand sneakers have been some of the most coveted shoes┬áon the block for decades. Paired with their lucrative resale value, consumers are the ideal target for those┬áin need of a quick buck.
In 1990, Sports Illustrated ran an infamous cover story with the headline “Your Sneakers or Your Life,” igniting a wave of debate on the issue.┬áThe nationwide conversation started then and hasn’t stop for the past 26 years.
The most recent incident occurred in February 2016, when 21-year-old Jamal Gaines was killed in his own New Jersey-based shoe store.
White┬áoffered his perspective on the┬ásenseless violence while attempting to put a positive spin on┬ápurchasing a pair of Jordans.
“It saddens meÔÇªIt’s a shoe that I want so I’m going to take it,” White said. “Unfortunately those things happen, which are systemically bad.┬áThe good news is there are so many people that [sneaker culture] has inspired to do great things. The person that says, “Wow, man, I remember the first job I got because I had to have them and save money.” “My Mom got me those Cement IVs if I got good grades.”
While there’s not too much White can do to change the behavior of consumers, at least we know they’re paying attention and finally being vocal about it.
Sr. VP Howard ÔÇ£HÔÇØ White Speaks Out For the First Time On Violence Surrounding Jordan Sneakers : The Source