Jordan and OVO. Aubrey and Michael. A legendary shoe brand and the world’s most famous rapper.
When the first collaborative effort between Jordan Brand and OVO (the white/gold X’s) released in 2015, the hype was crazy. Drake was untouchable & widely beloved (this is before Views, an album that while a commercial success was not critically acclaimed), and his first collaborative release threw the sneaker world into a frenzy.
The white OVO X’s, the black OVO X’s and the white OVO XII’s all had the sneaker webs going nuts, blew off shelves, and at one point seemed like the only serious contender to the market dominance of Adidas’s Yeezy line.
However, 2017 is different. Yeezy hype is as high as ever. Pharrell has re-established a place at the top of the sneaker game with his Human Race NMD’s. Sure, the upcoming black OVO XII’s are “very limited” and should be “hard to get” (rumors from the sneaker web), but do sneakerheads still care about them like they used to?
Don’t get us wrong, we’re sure they’ll sell out instantly (they are hyped up after all), but will they have the same cultural impact as the last 3 pairs, especially the X’s? It’s hard to doubt the pull of an OVO collab, but we can’t help but be just a bit skeptical.
Sleek runner silhouettes are still in right now, and with summer right around the corner, most sneakerheads aren’t going to be looking for a solid, heavy high top like a Jordan XII. We just don’t think that the OVO XII will have the cultural impact of the last few OVO releases. Sure, resell will be high, and the initial fervor will be great, but don’t be surprised if this is a shoe that isn’t even talked about a month after it releases.
Disagree all you want. We’re always up for a healthy debate. Just know we called it when it happens.
What do you think of the upcoming OVO XII’s? Are you a fan, or do you think they won’t have the clout the last few pairs did? Hit us up and let us know in the comments or on Twitter, check our Facebook page for daily updates, and, as always, be sure to follow us on Instagram for all the fire sneaker pictures you can handle.
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