One of the most hotly anticipated launches of 2020, Dior’s collaboration with Air Jordan was unveiled at the Dior pre-fall 2020 show in Miami in December, and was scheduled to go on sale in March. The coronavirus pandemic forced the brands to postpone the rollout. The sneakers will be sold exclusively in selected Dior pop-ups and pop-in stores. A limited number will be allocated to each boutique, and those who register before the inventory runs out will be invited to visit the store of their choice to buy their sneakers — although there is no obligation to purchase.
The pop-ups will feature an architectural concept based on the nature of air, with a decor that blends glass, wood and natural materials. A transparent display unit will display the latest available pieces, while the Air Dior logo will appear in interactive lights. For the Chinese market, a separate online experience will be held via a dedicated WeChat program. An address list of the pop-ups and Dior boutiques where the Air Dior capsule is available will also be posted.