Looking to expand deeper into a fairly untapped female sneaker consumer market, Jordan Brand has decided to make a conscious effort to produce sneakers specifically for them — one of the largest demographics. In 2015, the apparel company set a goal to become a $4.5 billion company by 2020, and have decided that they could only achieve this with expansion.
With the release of the “Vivid Pink” XIIs,” and the prepping for the forthcoming Air Jordan X “Heirness,” Jordan Brand is keeping their promise to sell more sneakers for women.
Retailing as a one-off to the coveted Jordan Brand “Heiress” Collection, a deep red velvet hue coats the hightop Air Jordan 1, while gold accents appear on the Swoosh and wings logo. There is however some bad news for guys. The Air Jordan X “Heirness” will only run up to a 9.5, which is equivalent to an 8 in Men’s.
Release date information for the “Heirness” Pack is still unconfirmed, so stay tuned for more updates.