![Air Jordan I](https://static-ssl.businessinsider.com/image/5cca03b0021b4c26a527c8f6-1803/gettyimages-53033254.jpg)
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It all started with the Air Jordan I.
- In 1984, $4 and $4 player $4 teamed up to launch $4 of all time: $4.
- During the years Jordan was still playing professional basketball, the brand would release a new sneaker with every season, and it was the shoe Jordan would play in that year.
- Kids who grew up between 1984 and 2003 - the year Jordan left the NBA as a player for good - were a huge part of the success of the brand, according to a sneaker resale expert.
- Just as fashion trends come and go, the brand's sales dipped in 2014. Matt Cohen, a sneaker collector and the vice president of business development and strategy at GOAT Group, told Business Insider he believed this dip was due to a shift in fashion and a lack of consumer connection to Jordan, the man.
- $4 in late 2017, and it's $4 today.
- $4