NB* Make sure to keep refreshing this page from time to time for any updates or changes. Release dates and release mechanisms are subject to change.
Jordan Brand is marking the 40th anniversary of the Air Jordan 1 by bringing back the legendary ‘Bred’ colourway this February—the very sneaker that launched Michael Jordan’s historic partnership with Nike.
When Michael Jordan stepped onto the court in the black-and-red Air Jordan 1s, the NBA ruled they violated the league’s uniform policy, which required sneakers to be at least 51% white. Every time he wore them, the league fined him $5,000. But instead of backing down, Nike covered the fines and turned the controversy into a marketing goldmine with the now-legendary “Banned” campaign.
The ad declared, “On October 15, Nike created a revolutionary new basketball shoe. On October 18, the NBA threw them out of the game. Fortunately, the NBA can’t keep you from wearing them. Air Jordans. From Nike.” This bold move helped cement the Air Jordan 1 as a cultural icon.
To mark the return of this iconic shoe in 2025, Jordan Brand didn’t stick to a traditional marketing push. Instead, it has recently deactivated its Instagram and X (formerly Twitter) accounts, banned the Jordan 1s from Nike’s website (obscuring select AJ1s with black overlays to mimic a digital ban), and launched a campaign with its global ambassadors—reinforcing the ‘Banned’ narrative that first propelled the Air Jordan 1 into cultural infamy. Additionally, the brand has released a two-minute animated short revisiting the sneaker’s controversial origins.
For 2025, the Air Jordan 1 ‘Bred’ returns with its signature Black, Varsity Red, and White combination. This iteration sticks to the ’85 cut, offering a slightly higher build and a sleeker Swoosh. Premium leather shapes the upper, with a Black foundation accented by bold Varsity Red, all resting on a durable rubber sole. The release also includes extra laces, a hangtag, and vintage-inspired packaging.
Look out for the Air Jordan 1 High ’85 “Bred” to release at:
LEMKUS
The Air Jordan 1 Retro ’85 OG “Bred” will officially release at LEMKUS (Cape Town) store via in-store raffle on Saturday, 15th March 2025, with a retail price of R3899,00, and will be available in sizes UK6 to UK12.
SHELFLIFE
The Air Jordan 1 High ‘85 ‘Bred’ drops on Saturday, the 15th of March 2025 and will be available via live store and online raffle.
Live store raffles take place on Saturday, 15th of March.
Cape Town times: Armbands handed out at 8:00am, raffle start at 8:30am.
Joburg times: Armbands handed out at 9:00am, raffle start at 9:30am.
1. Arrive at Shelflife CPT or JHB before 8:00am (CPT) / 9:00am (JHB)
2. Shelflife employees will hand out Raffle arm bands at 8:00am (CPT) / 9:00am (JHB) when the live raffle draw begins. No participants can join the line after 8:00am (CPT) / 9:00am (JHB).
3. You must have a valid ID/passport with a matching credit/debit card in order to purchase.
4. If your number gets called, you gain access to the store to purchase one of the released sneakers. Please note sizes are limited and Shelflife cannot guarantee pairs or sizes. Only one entrant may enter and cannot be accompanied by anyone. Entrants must be over the age of 12 years old.
5. No swapping of arm bands is permitted; broken arm bands will not be accepted.
6. One (1) arm band per person.
7. One (1) sneaker per customer (including scratch-card winners).
8. Shelflife has the final say in all sales of the Air Jordan 1 High ‘85 ‘Bred’.
The online raffle opens Tuesday, 11 March 2025, between 7:00pm – 8:00pm. CLICK HERE FOR THE ONLINE RAFFLE.
Available for R3899 in UK6, UK7, UK8, UK9, UK10, UK11, UK12 (No half sizes)
- Online Nike SNKRS ZA (1:00pm) – (on Friday, 14 February 2025) – R 3,899.95
NB* Make sure to keep refreshing this page from time to time for any updates or changes. Release dates and release mechanisms are subject to change.
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