Nike’s strategy of releasing only a limited number of Air Jordans and exclusive collaborations sparks intense anticipation.

By limiting availability, they ignite a powerful sense of urgency and FOMO (Fear of Missing Out), driving consumers to act quickly—often leading to sell-outs within minutes. It’s a brilliant cycle that taps into human psychology: people instinctively value what’s hard to obtain, making each release a cultural event for sneaker-heads and collectors alike.