PARIS — Dior has postponed the launch of its eagerly awaited collaboration with Air Jordan due to the coronavirus outbreak, WWD has learned.
The French fashion house had planned to conduct an international online draw next week allowing customers to purchase a pair of Air Dior high-top sneakers or gain access to pop-up locations worldwide selling ready-to-wear and accessories from the collection.
“To ensure the safety of all, in accordance with recommendations by public authorities, and in order to reinforce the coordination of international measures, Dior has decided to postpone its international draw for the launch of the Air Dior capsule collection realized in collaboration with Jordan Brand,” Dior said in a statement.
“This draw includes a chance to win entry to a global network of exclusive Dior pop-up and pop-in locations, whose openings have also been postponed in the context of current guidelines, to protect our customers and collaborators,” it added.
The temporary spaces were due to open in April and May. Dior would not confirm the number of planned locations, but it is understood to be less than a dozen worldwide.
The Air Dior capsule collection, designed by Dior men’s wear creative director Kim Jones in collaboration with Jordan Brand, was billed as the Nike-owned label’s first step into the “luxury streetwear” segment.
The two brands unveiled a limited-edition sneaker called the Air Jordan 1 High OG Dior, priced at $2,200, at the Dior pre-fall 2020 show in Miami in December, and it has since become one of the most hotly anticipated sneaker launches of the year.
Dior had opted for the draw format to ensure the shoes don’t all get snapped up by resellers.
Speaking in January, when the collection was revealed to select editors during Paris Men’s Fashion Week, Martin Lotti, vice president of design at Jordan Brand, said the rollout was being fine-tuned to avoid scrums.
“We want to make sure that it’s done right for the consumer as well as for both brands, that it’s an elevated experience, and since it’s so hotly in demand, we need to make sure that it’s done safely, too,” he said.
With thousands of stores shuttered worldwide as public authorities battle the spread of COVID-19, the launch has been postponed indefinitely.
“A new date for the Air Dior launch and for the pop-ups dedicated to this unique collaboration will be announced in function of how this situation evolves,” Dior said.