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Co.JP and Global Sneaker Culture · Fire Footwear: Sneakers Talk (with Matt Frates)

• 0:00
  Is
• 0:00
  CO
• 0:01
  JP
• 0:01
  responsible
• 0:02
  for
• 0:03
  international
• 0:03
  sneaker
• 0:04
  love
• 0:04
  today?
• 0:05
  I'm
• 0:05
  not
• 0:06
  sure,
• 0:06
  but
• 0:06
  we're
• 0:06
  going
• 0:06
  to
• 0:06
  get
• 0:06
  into
• 0:07
  that
• 0:07
  this
• 0:07
  time
• 0:07
  on
• 0:07
  Fire
• 0:08
  Footwear.
• 0:28
  Welcome
• 0:28
  back
• 0:28
  to
• 0:28
  Fire
• 0:28
  Footwear,
• 0:29
  everybody.
• 0:29
  As
• 0:30
  always,
• 0:30
  this
• 0:30
  is
• 0:30
  your
• 0:30
  host,
• 0:31
  Matt
• 0:31
  Fraits.
• 0:31
  I
• 0:31
  hope
• 0:31
  that
• 0:32
  this
• 0:32
  finds
• 0:32
  you
• 0:32
  well
• 0:32
  and
• 0:33
  I
• 0:33
  as
• 0:33
  always
• 0:33
  want
• 0:34
  to
• 0:34
  thank
• 0:34
  you
• 0:34
  for
• 0:34
  coming
• 0:34
  back
• 0:35
  to
• 0:35
  this
• 0:35
  podcast
• 0:35
  that
• 0:36
  means
• 0:36
  the
• 0:36
  world
• 0:36
  to
• 0:36
  me.
• 0:37
  We
• 0:37
  have
• 0:37
  some
• 0:38
  really
• 0:38
  exciting
• 0:38
  things
• 0:38
  happening
• 0:39
  for
• 0:39
  the
• 0:39
  rest
• 0:39
  of
• 0:39
  this
• 0:40
  year
• 0:40
  and
• 0:40
  possibly
• 0:40
  even
• 0:41
  into
• 0:41
  next
• 0:41
  year,
• 0:41
  and
• 0:41
  I'm
• 0:42
  very
• 0:42
  happy
• 0:42
  that
• 0:42
  you're
• 0:43
  on
• 0:43
  this
• 0:43
  journey
• 0:43
  with
• 0:43
  us.
• 0:44
  Last
• 0:44
  week
• 0:45
  I
• 0:45
  ended
• 0:45
  with
• 0:45
  a
• 0:46
  release
• 0:46
  of
• 0:46
  the
• 0:46
  week
• 0:46
  and
• 0:47
  I
• 0:47
  talked
• 0:47
  about
• 0:47
  the
• 0:47
  CO
• 0:48
  JP
• 0:48
  what
• 0:49
  the
• 0:49
  Dunk
• 0:49
  Low.
• 0:50
  And
• 0:50
  I
• 0:50
  did
• 0:50
  mention
• 0:51
  that
• 0:51
  it
• 0:51
  wasn't
• 0:52
  something
• 0:52
  that
• 0:52
  I
• 0:52
  was
• 0:52
  a
• 0:52
  huge
• 0:52
  fan
• 0:53
  of.
• 0:53
  I'm
• 0:53
  not
• 0:53
  a
• 0:54
  particular
• 0:54
  fan
• 0:54
  of
• 0:54
  what
• 0:55
  the
• 0:55
  collaborations
• 0:56
  in
• 0:56
  general
• 0:56
  because
• 0:56
  I
• 0:57
  feel
• 0:57
  like
• 0:57
  they
• 0:58
  just
• 0:58
  aren't
• 0:58
  wearable.
• 0:59
  They
• 0:59
  don't
• 0:59
  look
• 1:00
  practical
• 1:00
  to
• 1:00
  me,
• 1:01
  but
• 1:01
  I
• 1:01
  understand
• 1:01
  the
• 1:01
  significance
• 1:02
  of
• 1:02
  them.
• 1:03
  They're
• 1:03
  trying
• 1:03
  to
• 1:03
  pay
• 1:04
  homage
• 1:04
  to
• 1:05
  all
• 1:05
  of
• 1:05
  the
• 1:05
  different
• 1:05
  releases
• 1:06
  that
• 1:06
  have
• 1:06
  happened
• 1:06
  for
• 1:06
  a
• 1:07
  particular
• 1:07
  brand,
• 1:07
  a
• 1:08
  particular
• 1:08
  collaboration,
• 1:09
  whatever
• 1:09
  it
• 1:09
  is.
• 1:10
  But
• 1:10
  I
• 1:10
  mentioned
• 1:11
  it
• 1:11
  because
• 1:11
  this
• 1:11
  week
• 1:12
  I
• 1:12
  wanted
• 1:12
  to
• 1:12
  talk
• 1:12
  about
• 1:13
  Code
• 1:13
  jp
• 1:14
  and
• 1:14
  the
• 1:14
  reason
• 1:14
  why
• 1:14
  I
• 1:15
  wanted
• 1:15
  to
• 1:15
  do
• 1:15
  that
• 1:16
  is
• 1:16
  because
• 1:16
  in
• 1:17
  the
• 1:17
  social
• 1:17
  media
• 1:17
  posts
• 1:18
  about
• 1:18
  this
• 1:19
  what
• 1:19
  the
• 1:19
  Dunk
• 1:19
  Low,
• 1:20
  I
• 1:21
  noticed
• 1:21
  that
• 1:21
  there
• 1:21
  was
• 1:22
  a
• 1:22
  lot
• 1:22
  of
• 1:22
  consistency
• 1:23
  in
• 1:23
  the
• 1:24
  comments.
• 1:24
  And
• 1:25
  that
• 1:25
  consistency
• 1:25
  was
• 1:26
  apathy.
• 1:27
  And
• 1:27
  apathy
• 1:28
  in
• 1:28
  sneakers
• 1:28
  is
• 1:29
  never
• 1:29
  good.
• 1:29
  It's
• 1:29
  actually
• 1:30
  the
• 1:30
  antithesis
• 1:30
  of
• 1:31
  hype
• 1:31
  and
• 1:31
  that
• 1:31
  is
• 1:31
  not
• 1:32
  what
• 1:32
  you
• 1:32
  want.
• 1:33
  And
• 1:33
  I
• 1:33
  wonder
• 1:34
  today
• 1:34
  if
• 1:35
  perhaps
• 1:35
  many
• 1:36
  people
• 1:36
  don't
• 1:36
  understand
• 1:37
  the
• 1:37
  significance
• 1:37
  of
• 1:38
  CO
• 1:38
  JP
• 1:39
  and
• 1:39
  what
• 1:39
  it
• 1:40
  actually
• 1:40
  has
• 1:40
  meant
• 1:41
  to
• 1:41
  the
• 1:41
  culture
• 1:41
  over
• 1:41
  the
• 1:42
  last
• 1:42
  20
• 1:42
  some
• 1:42
  odd
• 1:43
  years.
• 1:43
  Because
• 1:44
  in
• 1:44
  today's
• 1:44
  world,
• 1:45
  where
• 1:45
  everything
• 1:45
  is
• 1:46
  accessible,
• 1:47
  international
• 1:47
  releases
• 1:48
  don't
• 1:48
  necessarily
• 1:49
  come
• 1:49
  with
• 1:49
  the
• 1:50
  exclusivity
• 1:50
  that
• 1:50
  they
• 1:51
  used
• 1:51
  to.
• 1:51
  I
• 1:52
  kind
• 1:52
  of
• 1:52
  wonder
• 1:52
  if
• 1:52
  maybe
• 1:53
  people
• 1:53
  have
• 1:53
  forgotten
• 1:54
  the
• 1:54
  impact
• 1:54
  that
• 1:55
  they
• 1:55
  had.
• 1:55
  And
• 1:55
  so
• 1:55
  I
• 1:55
  wanted
• 1:56
  to
• 1:56
  take
• 1:56
  this
• 1:56
  episode
• 1:57
  to
• 1:57
  actually
• 1:58
  go
• 1:58
  over
• 1:58
  some
• 1:58
  of
• 1:59
  the
• 1:59
  history
• 1:59
  and
• 1:59
  try
• 1:59
  to
• 2:00
  remind
• 2:00
  people
• 2:00
  or
• 2:01
  maybe
• 2:01
  even
• 2:01
  educate
• 2:02
  in
• 2:02
  the
• 2:02
  first
• 2:02
  place
• 2:03
  what
• 2:03
  CO
• 2:04
  JP
• 2:04
  meant.
• 2:05
  You
• 2:05
  got
• 2:05
  to
• 2:05
  remember,
• 2:06
  today
• 2:06
  is
• 2:07
  different.
• 2:07
  And
• 2:08
  today,
• 2:08
  much
• 2:08
  like
• 2:09
  back
• 2:09
  in
• 2:09
  the
• 2:09
  day,
• 2:09
  though
• 2:10
  different
• 2:10
  cities
• 2:10
  around
• 2:11
  the
• 2:11
  world
• 2:11
  did
• 2:11
  have
• 2:12
  in
• 2:12
  whole
• 2:13
  different
• 2:13
  spaces
• 2:13
  within
• 2:14
  the
• 2:14
  sneaker
• 2:14
  culture.
• 2:15
  Even
• 2:15
  within
• 2:16
  the
• 2:16
  United
• 2:16
  States.
• 2:17
  You
• 2:17
  can
• 2:17
  go
• 2:17
  to
• 2:17
  a
• 2:17
  ton
• 2:18
  of
• 2:18
  metropolitan
• 2:19
  areas
• 2:19
  all
• 2:19
  across
• 2:19
  the
• 2:20
  country,
• 2:20
  Boston,
• 2:21
  New
• 2:21
  York,
• 2:22
  Louisiana,
• 2:23
  even
• 2:23
  within
• 2:24
  the
• 2:24
  same
• 2:24
  state,
• 2:24
  you
• 2:25
  will
• 2:25
  find
• 2:25
  a
• 2:25
  lot
• 2:26
  of
• 2:26
  different
• 2:26
  cities
• 2:27
  have
• 2:27
  different
• 2:27
  cultures.
• 2:28
  The
• 2:28
  DMV,
• 2:29
  the
• 2:29
  Washington
• 2:30
  D.C.
• 2:30
  area
• 2:30
  where
• 2:31
  I
• 2:31
  currently
• 2:32
  live
• 2:32
  has
• 2:32
  its
• 2:32
  own
• 2:33
  culture
• 2:33
  and
• 2:34
  people
• 2:34
  are
• 2:34
  very
• 2:34
  proud
• 2:35
  of
• 2:35
  those
• 2:35
  cultures.
• 2:36
  And
• 2:36
  throughout
• 2:36
  the
• 2:36
  years,
• 2:37
  throughout
• 2:37
  the
• 2:37
  decades
• 2:37
  of
• 2:38
  Sneakers,
• 2:38
  those
• 2:39
  cities
• 2:39
  have
• 2:40
  continued
• 2:40
  to
• 2:40
  define
• 2:41
  themselves
• 2:41
  in
• 2:41
  terms
• 2:42
  of
• 2:42
  their
• 2:42
  own
• 2:42
  culture
• 2:43
  and
• 2:43
  also
• 2:44
  within
• 2:44
  sneaker
• 2:44
  culture
• 2:45
  as
• 2:45
  well.
• 2:46
  Sneakers
• 2:46
  now
• 2:46
  are
• 2:47
  a
• 2:47
  worldwide
• 2:47
  phenomenon.
• 2:48
  And
• 2:49
  I
• 2:49
  think
• 2:49
  Japan
• 2:50
  is
• 2:50
  a
• 2:50
  top
• 2:51
  tier
• 2:51
  country,
• 2:52
  Tokyo
• 2:52
  a
• 2:53
  top
• 2:53
  tier
• 2:53
  city
• 2:53
  in
• 2:54
  terms
• 2:54
  of
• 2:54
  its
• 2:54
  contributions
• 2:55
  to
• 2:55
  the
• 2:56
  culture.
• 2:56
  I
• 2:56
  think
• 2:57
  if
• 2:57
  people
• 2:57
  were
• 2:57
  to
• 2:57
  name
• 2:58
  a
• 2:58
  list
• 2:58
  of
• 2:58
  like
• 2:59
  the
• 2:59
  top
• 2:59
  five
• 3:00
  most
• 3:00
  influential
• 3:01
  cities
• 3:01
  or
• 3:01
  top
• 3:01
  five
• 3:02
  sneaker
• 3:02
  cities,
• 3:03
  and
• 3:03
  I
• 3:03
  think
• 3:03
  I
• 3:03
  even
• 3:04
  did
• 3:04
  an
• 3:04
  episode
• 3:05
  about
• 3:05
  sneaker
• 3:06
  Cities
• 3:07
  early
• 3:07
  in
• 3:07
  2023,
• 3:08
  Tokyo
• 3:09
  is
• 3:09
  going
• 3:09
  to
• 3:09
  be
• 3:09
  on
• 3:09
  the
• 3:10
  list.
• 3:10
  It
• 3:10
  just
• 3:10
  is.
• 3:11
  And
• 3:11
  the
• 3:11
  reason
• 3:11
  for
• 3:12
  that
• 3:12
  is
• 3:12
  because
• 3:13
  way
• 3:13
  back
• 3:13
  in
• 3:13
  the
• 3:14
  late
• 3:14
  90s,
• 3:15
  Co
• 3:15
  JP
• 3:16
  was
• 3:16
  an
• 3:16
  initiative
• 3:17
  that
• 3:17
  Nike
• 3:17
  started
• 3:18
  to
• 3:18
  try
• 3:18
  to
• 3:18
  tap
• 3:19
  into
• 3:20
  the
• 3:20
  different
• 3:20
  culture
• 3:21
  and
• 3:21
  the
• 3:21
  different
• 3:22
  sort
• 3:22
  of
• 3:22
  fashion
• 3:23
  sense
• 3:23
  that
• 3:24
  people
• 3:24
  in
• 3:24
  Japan
• 3:24
  had
• 3:25
  more
• 3:25
  specifically
• 3:25
  in
• 3:26
  Tokyo.
• 3:26
  And
• 3:27
  during
• 3:27
  the
• 3:27
  early
• 3:28
  times,
• 3:28
  you
• 3:28
  got
• 3:28
  to
• 3:29
  remember
• 3:30
  exclusivity
• 3:30
  was
• 3:31
  really,
• 3:31
  really
• 3:31
  huge.
• 3:32
  And
• 3:32
  Nike
• 3:33
  wasn't
• 3:34
  able
• 3:34
  to
• 3:34
  just
• 3:34
  distribute
• 3:35
  everything
• 3:36
  across
• 3:36
  the
• 3:36
  world.
• 3:37
  Collaborations
• 3:38
  weren't
• 3:38
  available
• 3:39
  to
• 3:39
  every
• 3:39
  single
• 3:40
  person,
• 3:40
  every
• 3:40
  single
• 3:41
  time
• 3:41
  they
• 3:41
  come
• 3:41
  out.
• 3:42
  There
• 3:42
  was
• 3:43
  a
• 3:43
  lot
• 3:43
  of
• 3:43
  legwork
• 3:44
  that
• 3:44
  had
• 3:44
  to
• 3:44
  go
• 3:44
  into
• 3:45
  it.
• 3:45
  So
• 3:45
  Nike
• 3:45
  as
• 3:46
  a
• 3:46
  business,
• 3:46
  and
• 3:47
  let's
• 3:47
  all
• 3:47
  remember
• 3:47
  Nike
• 3:48
  is
• 3:48
  a
• 3:48
  business,
• 3:49
  they
• 3:49
  are
• 3:49
  a
• 3:49
  sportswear
• 3:50
  business,
• 3:51
  but
• 3:51
  they
• 3:51
  are
• 3:51
  tapping
• 3:52
  into
• 3:52
  fashion
• 3:52
  and
• 3:53
  streetwear
• 3:53
  nowadays.
• 3:54
  And
• 3:54
  they
• 3:54
  started
• 3:54
  to
• 3:55
  do
• 3:55
  that
• 3:55
  in
• 3:55
  the
• 3:55
  late
• 3:55
  90s,
• 3:56
  because
• 3:56
  now
• 3:57
  we're
• 3:57
  very
• 3:57
  heavy
• 3:58
  into
• 3:58
  the
• 3:59
  Michael
• 3:59
  Jordan
• 3:59
  and
• 3:59
  Jordan
• 4:00
  brand
• 4:00
  era.
• 4:01
  Michael
• 4:01
  Jordan
• 4:02
  at
• 4:02
  this
• 4:02
  point
• 4:02
  is
• 4:02
  retired
• 4:03
  and
• 4:03
  about
• 4:04
  ready
• 4:04
  to
• 4:04
  come
• 4:04
  back
• 4:05
  and
• 4:05
  play
• 4:05
  for
• 4:05
  the
• 4:05
  Wizards.
• 4:06
  But
• 4:06
  they've
• 4:06
  already
• 4:07
  been
• 4:07
  through
• 4:07
  how
• 4:07
  many
• 4:07
  iterations
• 4:08
  of
• 4:08
  Air
• 4:08
  Jordans
• 4:09
  And
• 4:09
  I
• 4:10
  think
• 4:10
  the
• 4:10
  love
• 4:10
  of
• 4:10
  Air
• 4:11
  Jordans
• 4:11
  and
• 4:11
  what
• 4:11
  it
• 4:12
  was
• 4:12
  doing
• 4:12
  for
• 4:12
  the
• 4:12
  culture,
• 4:13
  what
• 4:13
  it
• 4:13
  was
• 4:13
  doing
• 4:13
  for
• 4:13
  Nike
• 4:14
  was
• 4:15
  starting
• 4:15
  to
• 4:15
  wane
• 4:15
  a
• 4:15
  little
• 4:16
  bit.
• 4:16
  And
• 4:16
  Nike
• 4:17
  needed
• 4:17
  to
• 4:17
  find
• 4:18
  a
• 4:18
  different
• 4:18
  niche.
• 4:19
  And
• 4:19
  what
• 4:19
  they
• 4:19
  decided
• 4:20
  to
• 4:20
  do
• 4:20
  was
• 4:20
  to
• 4:20
  create
• 4:21
  Concepts
• 4:21
  Japan,
• 4:22
  which
• 4:22
  is
• 4:22
  what
• 4:22
  CO
• 4:23
  JP
• 4:23
  stands
• 4:24
  for.
• 4:24
  And
• 4:24
  they
• 4:25
  did
• 4:25
  that
• 4:25
  in
• 4:25
  1999.
• 4:27
  And
• 4:27
  this
• 4:27
  is
• 4:27
  where
• 4:27
  they
• 4:28
  took
• 4:28
  their
• 4:28
  sneakers
• 4:29
  and
• 4:29
  they
• 4:29
  took
• 4:29
  all
• 4:30
  of
• 4:30
  their
• 4:30
  business
• 4:30
  and
• 4:30
  they
• 4:30
  tried
• 4:31
  to
• 4:31
  tap
• 4:31
  into
• 4:31
  this
• 4:32
  market
• 4:32
  in
• 4:32
  Japan.
• 4:33
  And
• 4:33
  it
• 4:33
  allowed
• 4:34
  Nike
• 4:34
  to
• 4:34
  create
• 4:35
  Japanese
• 4:36
  exclusives.
• 4:37
  And
• 4:37
  what
• 4:37
  that
• 4:37
  did
• 4:38
  was
• 4:38
  create
• 4:38
  almost
• 4:39
  this
• 4:39
  mystical
• 4:39
  allure
• 4:40
  globally
• 4:41
  to
• 4:41
  what
• 4:41
  these
• 4:42
  CO
• 4:42
  JP
• 4:43
  releases
• 4:43
  were.
• 4:44
  And
• 4:44
  you
• 4:44
  got
• 4:44
  to
• 4:44
  remember
• 4:45
  again,
• 4:45
  back
• 4:45
  then,
• 4:46
  sneakers
• 4:46
  weren't
• 4:46
  readily
• 4:47
  available
• 4:47
  online.
• 4:48
  If
• 4:48
  you
• 4:49
  wanted
• 4:49
  something,
• 4:50
  if
• 4:50
  you
• 4:50
  were
• 4:50
  a
• 4:50
  collector,
• 4:51
  you
• 4:51
  had
• 4:51
  to
• 4:51
  have
• 4:52
  relationships,
• 4:53
  you
• 4:53
  had
• 4:53
  to
• 4:53
  initiate
• 4:54
  trades
• 4:54
  or
• 4:54
  in
• 4:55
  order
• 4:55
  to
• 4:55
  cop
• 4:55
  these
• 4:56
  exclusives,
• 4:56
  you
• 4:56
  had
• 4:56
  to
• 4:57
  know
• 4:57
  people
• 4:57
  in
• 4:58
  those
• 4:58
  countries
• 4:58
  in
• 4:59
  order
• 4:59
  to
• 4:59
  do
• 4:59
  so.
• 5:00
  And
• 5:00
  CO
• 5:00
  JP
• 5:01
  with
• 5:01
  all
• 5:01
  the
• 5:01
  fire
• 5:02
  that
• 5:02
  they
• 5:02
  were
• 5:02
  releasing
• 5:03
  and
• 5:03
  the
• 5:03
  exclusivity
• 5:04
  that
• 5:04
  came
• 5:04
  along
• 5:05
  with
• 5:05
  that,
• 5:06
  it
• 5:06
  was
• 5:06
  causing
• 5:06
  a
• 5:07
  global
• 5:07
  phenomenon.
• 5:07
  Sneakerheads
• 5:08
  all
• 5:08
  over
• 5:09
  the
• 5:09
  world
• 5:09
  were
• 5:09
  trying
• 5:10
  to
• 5:10
  get
• 5:10
  their
• 5:10
  hands
• 5:10
  on
• 5:11
  these.
• 5:11
  And
• 5:12
  if
• 5:12
  you
• 5:12
  really
• 5:12
  think
• 5:12
  about
• 5:13
  it,
• 5:13
  if
• 5:13
  you
• 5:13
  Dive
• 5:13
  into
• 5:14
  the
• 5:14
  core
• 5:14
  of
• 5:14
  what
• 5:15
  this
• 5:15
  truly
• 5:15
  means.
• 5:16
  I
• 5:17
  believe
• 5:17
  that
• 5:17
  Concepts
• 5:18
  Japan
• 5:18
  was
• 5:18
  actually
• 5:19
  laying
• 5:19
  the
• 5:19
  very
• 5:20
  core
• 5:20
  bricks
• 5:20
  of
• 5:21
  the
• 5:21
  foundation
• 5:21
  of
• 5:22
  what
• 5:22
  we
• 5:22
  know
• 5:22
  today
• 5:23
  as
• 5:23
  sneaker
• 5:24
  reselling.
• 5:25
  Because
• 5:25
  I
• 5:25
  think
• 5:25
  that
• 5:26
  sneaker
• 5:26
  reselling
• 5:26
  has
• 5:26
  happened
• 5:27
  for
• 5:27
  a
• 5:27
  very
• 5:27
  long
• 5:27
  time.
• 5:28
  What
• 5:29
  I
• 5:29
  think
• 5:29
  has
• 5:29
  differentiated
• 5:30
  it
• 5:30
  over
• 5:31
  time
• 5:31
  is
• 5:31
  the
• 5:31
  for
• 5:32
  profit
• 5:32
  nature
• 5:33
  of
• 5:33
  it.
• 5:33
  I
• 5:34
  think
• 5:34
  reselling
• 5:34
  for
• 5:34
  a
• 5:35
  very
• 5:35
  long
• 5:35
  time
• 5:35
  came
• 5:36
  with
• 5:36
  a
• 5:37
  love
• 5:37
  of
• 5:37
  sneakers
• 5:38
  that
• 5:38
  I
• 5:38
  think
• 5:38
  many
• 5:38
  more
• 5:39
  people
• 5:39
  shared
• 5:40
  back
• 5:40
  then.
• 5:41
  Sneaker
• 5:41
  culture
• 5:41
  has
• 5:42
  changed
• 5:42
  a
• 5:42
  lot.
• 5:43
  I
• 5:43
  believe
• 5:43
  that
• 5:43
  newer
• 5:44
  people
• 5:44
  into
• 5:44
  the
• 5:45
  culture,
• 5:45
  or
• 5:45
  at
• 5:45
  least
• 5:45
  over
• 5:46
  the
• 5:46
  last
• 5:46
  10
• 5:47
  or
• 5:47
  12
• 5:47
  years
• 5:48
  or
• 5:48
  so,
• 5:48
  especially
• 5:49
  since
• 5:49
  the
• 5:49
  advent
• 5:50
  of
• 5:50
  StockX
• 5:50
  and
• 5:51
  goat,
• 5:51
  I
• 5:51
  believe
• 5:52
  people
• 5:52
  are
• 5:52
  in
• 5:52
  it
• 5:53
  for
• 5:53
  personal
• 5:53
  gain,
• 5:54
  more
• 5:54
  so
• 5:54
  than
• 5:55
  the
• 5:55
  love
• 5:55
  of
• 5:55
  the
• 5:55
  culture.
• 5:56
  And
• 5:56
  underneath
• 5:57
  all
• 5:57
  of
• 5:57
  that,
• 5:58
  underneath
• 5:58
  the
• 5:58
  greed,
• 5:59
  underneath
• 5:59
  the
• 5:59
  money,
• 6:00
  is
• 6:00
  the
• 6:01
  true
• 6:01
  culture
• 6:01
  that
• 6:02
  I
• 6:02
  love,
• 6:02
  the
• 6:02
  true
• 6:03
  culture
• 6:03
  that
• 6:03
  I
• 6:04
  like
• 6:04
  to
• 6:04
  talk
• 6:04
  about
• 6:04
  on
• 6:05
  this
• 6:05
  podcast.
• 6:06
  And
• 6:06
  I
• 6:06
  think
• 6:06
  that
• 6:06
  when
• 6:07
  you
• 6:07
  look
• 6:07
  back
• 6:07
  on
• 6:08
  what
• 6:08
  Concepts
• 6:08
  Japan
• 6:09
  was
• 6:09
  doing,
• 6:10
  I
• 6:11
  really
• 6:11
  believe
• 6:11
  that
• 6:12
  it
• 6:12
  is
• 6:12
  laying
• 6:12
  the
• 6:12
  foundation
• 6:13
  for
• 6:13
  so
• 6:13
  many
• 6:13
  things
• 6:14
  culturally,
• 6:14
  whether
• 6:15
  it's
• 6:15
  good
• 6:15
  or
• 6:15
  bad.
• 6:15
  Because
• 6:16
  you
• 6:16
  can
• 6:16
  say
• 6:16
  that
• 6:17
  resale
• 6:17
  is
• 6:17
  a
• 6:17
  bad
• 6:18
  thing
• 6:18
  if
• 6:18
  you're
• 6:18
  somebody
• 6:18
  who
• 6:19
  doesn't
• 6:19
  participate,
• 6:20
  who
• 6:20
  has
• 6:20
  to
• 6:21
  pay
• 6:21
  high
• 6:21
  resale
• 6:21
  prices,
• 6:22
  it's
• 6:22
  bad
• 6:22
  for
• 6:22
  you.
• 6:23
  If
• 6:23
  you're
• 6:23
  somebody
• 6:23
  who
• 6:24
  does
• 6:24
  participate
• 6:24
  in
• 6:25
  resell,
• 6:25
  you
• 6:26
  may
• 6:26
  be
• 6:26
  making
• 6:26
  or
• 6:26
  have
• 6:27
  made
• 6:27
  a
• 6:27
  lot
• 6:27
  of
• 6:27
  money
• 6:28
  up
• 6:28
  until
• 6:28
  this
• 6:28
  point.
• 6:29
  And
• 6:29
  so
• 6:29
  I
• 6:29
  think
• 6:30
  that
• 6:30
  Concepts
• 6:30
  Japan
• 6:31
  is
• 6:31
  a
• 6:31
  forgotten
• 6:32
  concept
• 6:32
  in
• 6:33
  the
• 6:33
  fact
• 6:33
  that
• 6:33
  people
• 6:34
  don't
• 6:34
  realize
• 6:35
  that
• 6:35
  back
• 6:35
  in
• 6:35
  the
• 6:35
  late
• 6:36
  90s,
• 6:36
  early
• 6:37
  2000s,
• 6:38
  not
• 6:38
  only
• 6:38
  was
• 6:39
  CO
• 6:39
  JP
• 6:40
  providing
• 6:41
  iconic
• 6:41
  colorways
• 6:42
  of
• 6:42
  iconic
• 6:43
  shoes,
• 6:43
  but
• 6:44
  they
• 6:44
  were
• 6:44
  really
• 6:44
  laying
• 6:44
  the
• 6:44
  groundwork
• 6:45
  for
• 6:45
  what
• 6:45
  sneaker
• 6:46
  culture
• 6:46
  is
• 6:46
  like
• 6:47
  today.
• 6:47
  Because
• 6:48
  now
• 6:48
  it's
• 6:48
  not
• 6:48
  just
• 6:49
  Japanese
• 6:49
  culture,
• 6:50
  it's
• 6:50
  not
• 6:50
  just
• 6:50
  American
• 6:51
  culture,
• 6:52
  really.
• 6:52
  Even
• 6:52
  though
• 6:53
  we
• 6:53
  have
• 6:53
  cities
• 6:53
  that
• 6:54
  have
• 6:54
  their
• 6:54
  own
• 6:54
  culture
• 6:55
  that
• 6:55
  are
• 6:55
  defined
• 6:56
  or
• 6:56
  uniquely
• 6:57
  defined
• 6:57
  by
• 6:57
  what
• 6:58
  they
• 6:58
  have
• 6:58
  always
• 6:58
  been.
• 6:59
  Culturally,
• 7:00
  I
• 7:00
  believe
• 7:00
  that
• 7:01
  sneaker
• 7:01
  culture
• 7:01
  is
• 7:02
  more
• 7:02
  global.
• 7:02
  I
• 7:03
  believe
• 7:03
  that
• 7:03
  people
• 7:04
  identify
• 7:04
  as
• 7:04
  sneaker
• 7:05
  lovers
• 7:05
  all
• 7:06
  over
• 7:06
  the
• 7:06
  globe.
• 7:07
  I
• 7:07
  mean,
• 7:07
  even
• 7:07
  in
• 7:07
  this
• 7:08
  podcast,
• 7:08
  people
• 7:08
  are
• 7:08
  listening
• 7:09
  from
• 7:09
  all
• 7:09
  over
• 7:10
  the
• 7:10
  world.
• 7:10
  And
• 7:10
  that
• 7:11
  blows
• 7:11
  my
• 7:11
  mind.
• 7:12
  But
• 7:12
  they're
• 7:12
  all
• 7:12
  listening
• 7:13
  to
• 7:13
  the
• 7:13
  same
• 7:13
  thing.
• 7:14
  They're
• 7:14
  all
• 7:14
  listening
• 7:14
  for
• 7:15
  the
• 7:15
  same
• 7:15
  content.
• 7:16
  And
• 7:16
  again,
• 7:16
  I
• 7:17
  think
• 7:17
  we
• 7:17
  forget
• 7:17
  about
• 7:18
  the
• 7:18
  roots
• 7:18
  of
• 7:18
  how
• 7:19
  this
• 7:19
  started.
• 7:20
  So
• 7:20
  think
• 7:20
  about
• 7:20
  it.
• 7:21
  Here
• 7:21
  are
• 7:21
  some
• 7:21
  of
• 7:21
  the
• 7:22
  most
• 7:22
  popular
• 7:22
  CO
• 7:23
  JP
• 7:23
  releases
• 7:23
  that
• 7:24
  have
• 7:24
  happened
• 7:24
  over
• 7:24
  time,
• 7:25
  starting
• 7:25
  in
• 7:25
  1999.
• 7:25
  You
• 7:26
  have
• 7:26
  the
• 7:27
  Dunk
• 7:27
  Low
• 7:28
  Plum,
• 7:28
  first
• 7:28
  released
• 7:29
  in
• 7:29
  1999.
• 7:30
  That's
• 7:30
  an
• 7:30
  iconic
• 7:30
  Dunk
• 7:31
  Low
• 7:31
  and
• 7:32
  it's
• 7:32
  one
• 7:32
  that
• 7:32
  has
• 7:32
  been
• 7:33
  retroed
• 7:33
  a
• 7:33
  few
• 7:34
  times
• 7:34
  over
• 7:34
  the
• 7:34
  years.
• 7:35
  And
• 7:35
  it
• 7:35
  has
• 7:36
  always
• 7:36
  had
• 7:36
  the
• 7:36
  kind
• 7:37
  of
• 7:37
  place
• 7:37
  in
• 7:38
  Sneaker
• 7:38
  culture,
• 7:38
  especially
• 7:39
  in
• 7:39
  dunk
• 7:39
  lows,
• 7:40
  that
• 7:40
  people
• 7:40
  want
• 7:40
  it.
• 7:41
  And
• 7:41
  every
• 7:41
  time
• 7:41
  it
• 7:42
  releases,
• 7:42
  I
• 7:43
  believe
• 7:43
  people
• 7:44
  want
• 7:44
  it.
• 7:44
  But
• 7:45
  do
• 7:45
  they
• 7:45
  understand
• 7:45
  the
• 7:45
  history
• 7:46
  of
• 7:46
  it?
• 7:46
  I'm
• 7:46
  not
• 7:46
  sure.
• 7:47
  The
• 7:47
  Jordan
• 7:47
  one,
• 7:48
  of
• 7:48
  course,
• 7:48
  is
• 7:49
  going
• 7:49
  to
• 7:49
  have
• 7:49
  a
• 7:49
  place
• 7:50
  in
• 7:50
  history,
• 7:50
  no
• 7:50
  matter
• 7:51
  what
• 7:51
  kind
• 7:51
  of
• 7:51
  collaboration
• 7:52
  you're
• 7:52
  talking
• 7:52
  about,
• 7:53
  no
• 7:53
  matter
• 7:53
  what
• 7:54
  entity
• 7:54
  or
• 7:54
  historical
• 7:55
  entity
• 7:55
  you're
• 7:55
  talking
• 7:56
  about.
• 7:56
  And
• 7:56
  Obviously,
• 7:56
  the
• 7:57
  Jordan
• 7:57
  1
• 7:57
  has
• 7:58
  a
• 7:58
  place
• 7:59
  with
• 7:59
  concepts
• 7:59
  Japan.
• 8:00
  The
• 8:00
  Jordan
• 8:01
  1
• 8:01
  Midnight
• 8:01
  Navy.
• 8:02
  It
• 8:02
  recently
• 8:03
  celebrated
• 8:03
  its
• 8:04
  20th
• 8:04
  anniversary
• 8:04
  in
• 8:05
  2020,
• 8:05
  which
• 8:05
  was
• 8:06
  an
• 8:06
  interesting
• 8:06
  year
• 8:06
  for
• 8:07
  sneakers
• 8:07
  in
• 8:07
  general.
• 8:08
  Again,
• 8:08
  the
• 8:08
  presentation,
• 8:09
  the
• 8:09
  premium
• 8:10
  materials
• 8:10
  that
• 8:10
  people
• 8:11
  heard
• 8:12
  about
• 8:12
  back
• 8:12
  in
• 8:12
  the
• 8:12
  day,
• 8:13
  now,
• 8:13
  again,
• 8:13
  we
• 8:13
  take
• 8:14
  them
• 8:14
  for
• 8:14
  granted,
• 8:14
  but
• 8:15
  people
• 8:15
  knew
• 8:15
  about
• 8:15
  them
• 8:16
  back
• 8:16
  then.
• 8:16
  They
• 8:17
  wanted
• 8:17
  them,
• 8:17
  they
• 8:17
  were
• 8:17
  coveted.
• 8:18
  Also,
• 8:18
  the
• 8:19
  Jordan
• 8:19
  one,
• 8:19
  neutral
• 8:19
  gray,
• 8:20
  another
• 8:20
  one
• 8:20
  that
• 8:20
  has
• 8:21
  retroed
• 8:21
  recently
• 8:21
  to
• 8:22
  help
• 8:22
  celebrate
• 8:22
  this
• 8:23
  20th
• 8:23
  anniversary
• 8:23
  of
• 8:24
  concepts
• 8:24
  Japan.
• 8:25
  Again,
• 8:25
  these
• 8:25
  are
• 8:26
  coming
• 8:26
  with
• 8:26
  a
• 8:26
  premium
• 8:27
  material,
• 8:27
  premium
• 8:28
  presentation.
• 8:29
  This
• 8:29
  is
• 8:29
  something
• 8:30
  that
• 8:30
  we
• 8:30
  don't
• 8:30
  normally
• 8:31
  see
• 8:31
  in
• 8:31
  sneakers
• 8:31
  today.
• 8:32
  I
• 8:32
  believe
• 8:32
  that
• 8:33
  they're
• 8:33
  doing
• 8:33
  better
• 8:33
  at
• 8:33
  it.
• 8:34
  But
• 8:34
  you
• 8:34
  got
• 8:34
  to
• 8:35
  think
• 8:35
  to
• 8:35
  the
• 8:35
  late
• 8:36
  2010s,
• 8:36
  even
• 8:37
  the
• 8:37
  early
• 8:38
  2020s,
• 8:38
  until
• 8:38
  this
• 8:39
  major
• 8:39
  boom,
• 8:40
  materials
• 8:40
  were
• 8:40
  bad
• 8:41
  for
• 8:41
  like
• 8:41
  a
• 8:41
  whole
• 8:42
  decade.
• 8:43
  Sneaker
• 8:43
  materials
• 8:44
  were
• 8:44
  bad.
• 8:44
  And
• 8:44
  I
• 8:45
  think
• 8:45
  today
• 8:45
  we
• 8:46
  are
• 8:46
  a
• 8:46
  little
• 8:46
  bit
• 8:46
  more
• 8:46
  accustomed
• 8:47
  to
• 8:47
  nicer
• 8:47
  materials,
• 8:48
  nicer
• 8:48
  releases.
• 8:49
  They
• 8:49
  obviously
• 8:50
  don't
• 8:50
  get
• 8:50
  it
• 8:50
  right
• 8:51
  all
• 8:51
  the
• 8:51
  time,
• 8:51
  but
• 8:51
  I
• 8:52
  think
• 8:52
  they're
• 8:52
  doing
• 8:52
  more
• 8:53
  due
• 8:53
  diligence
• 8:53
  in
• 8:53
  that
• 8:53
  fact.
• 8:54
  Every
• 8:54
  single
• 8:54
  release
• 8:55
  to
• 8:55
  continue
• 8:56
  on
• 8:56
  this
• 8:56
  trend.
• 8:57
  This
• 8:57
  recently
• 8:57
  retroed.
• 8:58
  Earlier
• 8:58
  this
• 8:59
  year,
• 8:59
  the
• 8:59
  Air
• 8:59
  Force
• 9:00
  won
• 9:00
  linen,
• 9:01
  the
• 9:01
  brown,
• 9:02
  the
• 9:02
  pink.
• 9:02
  It
• 9:02
  was
• 9:02
  something
• 9:03
  that
• 9:03
  people
• 9:03
  said,
• 9:03
  must
• 9:04
  cop.
• 9:04
  And
• 9:04
  I
• 9:04
  think
• 9:05
  they.
• 9:05
  It
• 9:05
  is
• 9:05
  a
• 9:05
  must
• 9:06
  cop
• 9:06
  for
• 9:06
  them
• 9:07
  because
• 9:07
  it's
• 9:07
  one
• 9:07
  of
• 9:07
  those
• 9:08
  shoes
• 9:08
  that
• 9:08
  they
• 9:08
  knew
• 9:09
  about.
• 9:09
  And
• 9:09
  that's
• 9:10
  where
• 9:10
  I
• 9:10
  think
• 9:10
  some
• 9:10
  of
• 9:10
  these
• 9:10
  are
• 9:11
  maybe
• 9:11
  lost
• 9:11
  in
• 9:12
  translation,
• 9:12
  because
• 9:13
  I
• 9:13
  think
• 9:13
  it
• 9:13
  might
• 9:13
  be
• 9:14
  like
• 9:14
  what
• 9:14
  I
• 9:14
  talked
• 9:14
  about
• 9:15
  last
• 9:15
  week
• 9:15
  with
• 9:16
  Nigo.
• 9:17
  If
• 9:17
  you
• 9:17
  knew,
• 9:17
  you
• 9:18
  knew.
• 9:18
  And
• 9:18
  today
• 9:19
  you
• 9:19
  maybe
• 9:20
  don't
• 9:20
  know,
• 9:21
  but
• 9:21
  maybe
• 9:21
  you
• 9:21
  don't
• 9:22
  care.
• 9:22
  And
• 9:23
  I
• 9:23
  think
• 9:23
  sometimes
• 9:24
  when
• 9:24
  it
• 9:24
  comes
• 9:24
  to
• 9:25
  sneakers,
• 9:25
  the
• 9:25
  idea
• 9:26
  of
• 9:26
  apathy
• 9:26
  in
• 9:27
  the
• 9:27
  culture,
• 9:27
  the
• 9:27
  idea
• 9:28
  of
• 9:28
  apathy
• 9:28
  as
• 9:28
  it
• 9:29
  relates
• 9:29
  to
• 9:30
  the
• 9:30
  past
• 9:30
  sometimes
• 9:31
  hurts
• 9:31
  me.
• 9:32
  But
• 9:32
  I
• 9:32
  also
• 9:32
  think
• 9:32
  about
• 9:33
  the
• 9:33
  culture
• 9:33
  today
• 9:34
  and
• 9:34
  think
• 9:34
  about
• 9:35
  younger
• 9:35
  people
• 9:35
  today
• 9:35
  and
• 9:36
  realize
• 9:36
  that
• 9:37
  I,
• 9:37
  as
• 9:37
  somebody
• 9:38
  who
• 9:38
  loves
• 9:38
  the
• 9:38
  history,
• 9:39
  can't
• 9:39
  tell
• 9:40
  people
• 9:40
  how
• 9:40
  to
• 9:41
  participate
• 9:41
  in
• 9:41
  the
• 9:42
  culture.
• 9:42
  I
• 9:42
  can't
• 9:43
  tell
• 9:43
  people
• 9:43
  what
• 9:44
  they
• 9:44
  should
• 9:44
  and
• 9:44
  shouldn't
• 9:45
  know
• 9:45
  about
• 9:45
  sneakers,
• 9:45
  what
• 9:46
  they
• 9:46
  should
• 9:46
  or
• 9:46
  shouldn't
• 9:47
  hold
• 9:47
  in
• 9:47
  high
• 9:47
  regard.
• 9:48
  I
• 9:48
  think
• 9:48
  it's
• 9:49
  important
• 9:49
  to
• 9:49
  share
• 9:49
  knowledge,
• 9:50
  and
• 9:50
  I
• 9:50
  think
• 9:50
  that's
• 9:51
  something
• 9:51
  that
• 9:51
  maybe
• 9:51
  we
• 9:52
  don't
• 9:52
  do
• 9:52
  enough
• 9:52
  of,
• 9:52
  because
• 9:53
  I
• 9:53
  think
• 9:53
  there
• 9:53
  are
• 9:53
  creators,
• 9:54
  I
• 9:54
  think
• 9:54
  there
• 9:54
  are
• 9:54
  sneaker
• 9:55
  people.
• 9:55
  Who
• 9:56
  think
• 9:56
  that
• 9:56
  they
• 9:56
  know
• 9:57
  more
• 9:57
  than
• 9:57
  somebody
• 9:57
  else.
• 9:58
  And
• 9:58
  I
• 9:59
  never
• 9:59
  think
• 9:59
  that.
• 10:00
  I
• 10:00
  try
• 10:00
  and
• 10:00
  remain
• 10:01
  humble.
• 10:01
  I
• 10:01
  try
• 10:02
  and
• 10:02
  understand
• 10:03
  that
• 10:03
  I'm
• 10:03
  still
• 10:04
  learning.
• 10:04
  There
• 10:05
  are
• 10:05
  so
• 10:05
  many
• 10:05
  stories,
• 10:06
  there
• 10:06
  are
• 10:06
  so
• 10:06
  many
• 10:06
  facts,
• 10:07
  so
• 10:07
  many
• 10:07
  historical
• 10:08
  elements
• 10:08
  about
• 10:08
  the
• 10:09
  culture
• 10:09
  of
• 10:09
  sneakers,
• 10:10
  not
• 10:10
  just
• 10:10
  since
• 10:10
  Michael
• 10:11
  Jordan,
• 10:11
  but
• 10:11
  beyond
• 10:12
  that,
• 10:12
  that
• 10:13
  I
• 10:13
  don't
• 10:13
  even
• 10:13
  know
• 10:14
  yet.
• 10:14
  And
• 10:14
  I
• 10:14
  can
• 10:15
  learn
• 10:15
  those
• 10:15
  from
• 10:15
  other
• 10:16
  people.
• 10:16
  And
• 10:16
  that's
• 10:17
  where
• 10:17
  I
• 10:17
  try
• 10:17
  to
• 10:18
  bring
• 10:18
  this
• 10:18
  podcast
• 10:19
  and
• 10:19
  this
• 10:19
  YouTube
• 10:20
  channel
• 10:20
  whenever
• 10:20
  I
• 10:21
  do
• 10:21
  YouTube
• 10:21
  content
• 10:22
  to
• 10:22
  try
• 10:22
  and
• 10:22
  educate
• 10:23
  or
• 10:23
  at
• 10:23
  least
• 10:23
  remind
• 10:24
  people
• 10:25
  of
• 10:25
  how
• 10:25
  we
• 10:26
  got
• 10:26
  to
• 10:26
  where
• 10:26
  we
• 10:27
  are.
• 10:27
  And
• 10:27
  I
• 10:28
  think
• 10:28
  that
• 10:28
  when
• 10:28
  I
• 10:28
  see
• 10:29
  apathetic
• 10:29
  comments
• 10:30
  or
• 10:30
  I
• 10:30
  even
• 10:30
  see
• 10:30
  negative
• 10:31
  comments
• 10:31
  about
• 10:31
  the
• 10:31
  what
• 10:32
  the
• 10:32
  dunks
• 10:32
  nobody
• 10:33
  cares
• 10:33
  about
• 10:33
  co
• 10:33
  JP
• 10:34
  it
• 10:35
  makes
• 10:35
  me
• 10:35
  sad
• 10:36
  because
• 10:36
  you
• 10:37
  should
• 10:37
  at
• 10:37
  least
• 10:37
  care
• 10:38
  to
• 10:38
  understand
• 10:38
  why
• 10:39
  certain
• 10:39
  people
• 10:40
  like
• 10:40
  it.
• 10:41
  Maybe
• 10:41
  only
• 10:41
  the
• 10:41
  OGs
• 10:42
  like
• 10:42
  it,
• 10:43
  and
• 10:43
  that's
• 10:43
  fine.
• 10:44
  But
• 10:44
  the
• 10:44
  OGs
• 10:45
  are
• 10:45
  what
• 10:45
  started
• 10:46
  this.
• 10:46
  So
• 10:46
  Concepts
• 10:47
  Japan,
• 10:47
  I
• 10:47
  said,
• 10:47
  was
• 10:48
  laying
• 10:48
  the
• 10:48
  core
• 10:49
  of
• 10:49
  the
• 10:49
  foundation
• 10:49
  of
• 10:49
  sneaker
• 10:50
  culture
• 10:50
  in
• 10:50
  terms
• 10:51
  of
• 10:51
  international
• 10:52
  relevance.
• 10:53
  And
• 10:53
  really
• 10:53
  it
• 10:54
  was
• 10:54
  laying
• 10:54
  the
• 10:54
  core
• 10:54
  of
• 10:55
  the
• 10:55
  foundation
• 10:55
  for
• 10:56
  a
• 10:56
  lot
• 10:56
  of
• 10:56
  what
• 10:57
  we
• 10:57
  have
• 10:57
  today
• 10:57
  in
• 10:58
  sneakers.
• 10:58
  And
• 10:59
  if
• 10:59
  you're
• 10:59
  somebody
• 10:59
  who
• 10:59
  doesn't
• 11:00
  know
• 11:00
  this
• 11:00
  and
• 11:00
  doesn't
• 11:01
  care
• 11:01
  about
• 11:01
  this,
• 11:01
  that's
• 11:02
  fine.
• 11:02
  But
• 11:03
  just
• 11:03
  understand
• 11:03
  that
• 11:03
  the
• 11:04
  people
• 11:04
  that
• 11:04
  came
• 11:04
  before
• 11:04
  you,
• 11:05
  the
• 11:05
  culture
• 11:05
  that
• 11:06
  was
• 11:06
  built
• 11:06
  before
• 11:06
  you,
• 11:07
  is
• 11:07
  what
• 11:07
  got
• 11:07
  you
• 11:08
  to
• 11:08
  this
• 11:08
  place.
• 11:09
  And
• 11:09
  I
• 11:09
  think
• 11:09
  that
• 11:09
  Concepts
• 11:10
  Japan
• 11:10
  is
• 11:11
  very,
• 11:11
  very
• 11:11
  influential
• 11:13
  in
• 11:13
  making
• 11:14
  sure
• 11:14
  that
• 11:14
  that
• 11:14
  happened.
• 11:15
  And
• 11:15
  I
• 11:15
  think
• 11:16
  that
• 11:16
  it's
• 11:16
  something
• 11:16
  that
• 11:17
  should
• 11:17
  be
• 11:17
  studied.
• 11:18
  I
• 11:18
  wish
• 11:18
  that
• 11:18
  the
• 11:19
  releases
• 11:19
  today
• 11:20
  came
• 11:20
  with
• 11:20
  a
• 11:20
  little
• 11:21
  bit
• 11:21
  more
• 11:21
  of
• 11:21
  that
• 11:21
  historical
• 11:22
  relevance,
• 11:22
  came
• 11:23
  with
• 11:23
  a
• 11:23
  little
• 11:23
  bit
• 11:23
  more
• 11:24
  information
• 11:25
  because
• 11:25
  in
• 11:25
  2020,
• 11:26
  when
• 11:26
  they
• 11:26
  re
• 11:26
  released
• 11:27
  the
• 11:27
  Midnight
• 11:27
  Navy,
• 11:28
  did
• 11:28
  they
• 11:28
  give
• 11:29
  us
• 11:29
  the
• 11:29
  full
• 11:29
  story?
• 11:30
  Did
• 11:30
  they
• 11:30
  take
• 11:31
  the
• 11:31
  time
• 11:31
  to
• 11:31
  retell
• 11:32
  this
• 11:32
  story
• 11:33
  for
• 11:33
  younger
• 11:33
  people,
• 11:34
  for
• 11:34
  newer
• 11:35
  people
• 11:35
  in
• 11:35
  the
• 11:36
  culture?
• 11:36
  And
• 11:36
  that
• 11:37
  is
• 11:37
  something
• 11:37
  that
• 11:37
  I
• 11:37
  have
• 11:38
  complained
• 11:38
  about
• 11:38
  a
• 11:39
  lot
• 11:39
  this
• 11:39
  year,
• 11:40
  and
• 11:40
  maybe
• 11:40
  complain
• 11:41
  is
• 11:41
  too
• 11:41
  strong
• 11:41
  of
• 11:41
  a
• 11:41
  word,
• 11:42
  but
• 11:42
  pointed
• 11:42
  out
• 11:43
  that
• 11:43
  Nike
• 11:43
  Jordan
• 11:44
  brand
• 11:44
  are
• 11:44
  not
• 11:44
  doing
• 11:45
  enough
• 11:45
  storytelling.
• 11:46
  I
• 11:47
  don't
• 11:47
  mean
• 11:47
  storytelling
• 11:48
  in
• 11:48
  the
• 11:48
  materials
• 11:49
  of
• 11:49
  the
• 11:49
  shoe
• 11:49
  or
• 11:49
  the
• 11:50
  shoe
• 11:50
  itself.
• 11:51
  I
• 11:51
  mean,
• 11:51
  when
• 11:51
  you
• 11:51
  have
• 11:52
  a
• 11:52
  retro,
• 11:52
  when
• 11:53
  you
• 11:53
  have
• 11:53
  something
• 11:54
  that
• 11:54
  is
• 11:55
  revered
• 11:55
  in
• 11:56
  sneaker
• 11:56
  culture,
• 11:57
  you
• 11:57
  should
• 11:57
  be
• 11:58
  telling
• 11:58
  the
• 11:58
  story
• 11:58
  that
• 11:59
  goes
• 11:59
  along
• 11:59
  with
• 12:00
  it.
• 12:00
  They're
• 12:01
  trying
• 12:01
  to
• 12:01
  do
• 12:01
  that
• 12:01
  with
• 12:01
  the
• 12:01
  reimagined
• 12:02
  series
• 12:02
  and
• 12:03
  I
• 12:03
  do
• 12:03
  applaud
• 12:03
  them
• 12:04
  for
• 12:04
  that,
• 12:04
  but
• 12:04
  they're
• 12:05
  not
• 12:05
  doing
• 12:05
  enough.
• 12:06
  When
• 12:06
  you
• 12:06
  release
• 12:06
  the
• 12:07
  what
• 12:07
  the
• 12:07
  dunk
• 12:07
  low
• 12:08
  for
• 12:08
  Concepts
• 12:09
  Japan
• 12:09
  and
• 12:09
  people
• 12:10
  don't
• 12:10
  care,
• 12:11
  you're
• 12:11
  not
• 12:11
  doing
• 12:12
  a
• 12:12
  good
• 12:12
  enough
• 12:12
  job.
• 12:13
  Complex.
• 12:14
  Telling
• 12:14
  me
• 12:15
  that
• 12:15
  it's
• 12:15
  important
• 12:16
  isn't
• 12:17
  going
• 12:17
  to
• 12:17
  be
• 12:17
  enough.
• 12:18
  Nike,
• 12:18
  the
• 12:19
  brand
• 12:19
  has
• 12:19
  to
• 12:20
  do
• 12:20
  more
• 12:20
  in
• 12:20
  making
• 12:21
  sure
• 12:21
  that
• 12:21
  that
• 12:21
  is
• 12:22
  possible.
• 12:22
  And
• 12:23
  I
• 12:23
  implore
• 12:23
  you,
• 12:24
  go
• 12:24
  look
• 12:24
  up
• 12:24
  CO
• 12:25
  JP
• 12:25
  releases,
• 12:26
  go
• 12:26
  look
• 12:26
  up
• 12:26
  the
• 12:27
  history,
• 12:27
  do
• 12:28
  a
• 12:28
  really
• 12:29
  quick
• 12:29
  Google
• 12:29
  search
• 12:30
  of
• 12:30
  what
• 12:30
  concepts
• 12:31
  Japan
• 12:31
  was
• 12:32
  and
• 12:32
  find
• 12:32
  out
• 12:33
  what
• 12:33
  it
• 12:33
  meant
• 12:33
  to
• 12:33
  the
• 12:34
  culture.
• 12:34
  And
• 12:34
  maybe
• 12:35
  it
• 12:35
  won't
• 12:35
  make
• 12:35
  you
• 12:35
  buy
• 12:36
  a
• 12:36
  sneaker,
• 12:36
  maybe
• 12:37
  it
• 12:37
  won't
• 12:37
  make
• 12:37
  you
• 12:38
  care
• 12:38
  more,
• 12:38
  but
• 12:39
  you'll
• 12:39
  have
• 12:39
  some
• 12:39
  knowledge
• 12:40
  that
• 12:40
  you
• 12:40
  didn't
• 12:40
  before
• 12:41
  and
• 12:41
  you
• 12:41
  can
• 12:41
  share
• 12:41
  it
• 12:42
  with
• 12:42
  somebody
• 12:42
  else
• 12:42
  that
• 12:42
  maybe
• 12:43
  looks
• 12:43
  up
• 12:43
  to
• 12:43
  you
• 12:44
  in
• 12:44
  the
• 12:44
  culture.
• 12:45
  And
• 12:45
  I
• 12:45
  think
• 12:45
  it's
• 12:46
  all
• 12:46
  very
• 12:46
  important
• 12:46
  that
• 12:47
  we
• 12:47
  do
• 12:47
  knowledge
• 12:47
  sharing
• 12:48
  as
• 12:48
  much
• 12:48
  as
• 12:48
  possible.
• 12:49
  And
• 12:49
  before
• 12:49
  we
• 12:49
  get
• 12:50
  out
• 12:50
  of
• 12:50
  here,
• 12:50
  of
• 12:50
  course
• 12:51
  we
• 12:51
  have
• 12:51
  a
• 12:51
  release
• 12:51
  of
• 12:52
  the
• 12:52
  week.
• 13:06
  Release
• 13:06
  of
• 13:06
  the
• 13:06
  week
• 13:07
  where
• 13:07
  I
• 13:07
  like
• 13:07
  to
• 13:08
  highlight
• 13:08
  a
• 13:08
  shoe
• 13:08
  that
• 13:09
  catches
• 13:09
  my
• 13:09
  eye.
• 13:09
  It's
• 13:10
  not
• 13:10
  always
• 13:10
  hype
• 13:10
  and
• 13:11
  this
• 13:11
  week
• 13:11
  it
• 13:11
  is
• 13:11
  not.
• 13:12
  It's
• 13:12
  just
• 13:12
  something
• 13:12
  that
• 13:13
  I
• 13:13
  want
• 13:13
  you
• 13:13
  to
• 13:13
  know
• 13:13
  about.
• 13:14
  So
• 13:14
  this
• 13:14
  shoe,
• 13:14
  much
• 13:15
  like
• 13:15
  last
• 13:15
  week,
• 13:16
  ties
• 13:16
  into
• 13:17
  some
• 13:17
  future
• 13:17
  content
• 13:18
  that
• 13:18
  I
• 13:18
  have
• 13:18
  already
• 13:18
  put
• 13:19
  together
• 13:19
  for
• 13:19
  you.
• 13:19
  And
• 13:20
  it
• 13:20
  is
• 13:20
  the
• 13:20
  Adidas
• 13:21
  Crazy
• 13:21
  8
• 13:22
  Low.
• 13:22
  And
• 13:22
  it
• 13:23
  is
• 13:23
  $120
• 13:24
  releases
• 13:24
  on
• 13:24
  November
• 13:25
  1st,
• 13:25
  which
• 13:25
  I
• 13:26
  believe
• 13:26
  is
• 13:26
  next
• 13:27
  Friday.
• 13:27
  The
• 13:28
  reason
• 13:28
  that
• 13:28
  I
• 13:28
  mentioned
• 13:29
  this
• 13:29
  is
• 13:29
  because
• 13:29
  this
• 13:30
  video
• 13:30
  recently
• 13:31
  came
• 13:31
  out
• 13:31
  on
• 13:31
  the
• 13:32
  Wear
• 13:32
  Testers
• 13:32
  YouTube
• 13:33
  channel
• 13:33
  and
• 13:34
  I
• 13:34
  was
• 13:34
  extremely
• 13:35
  fortunate
• 13:35
  to
• 13:35
  sit
• 13:36
  down
• 13:36
  with
• 13:36
  Chris
• 13:36
  from
• 13:37
  Wear
• 13:37
  Testers
• 13:38
  and
• 13:38
  we
• 13:38
  sat
• 13:38
  down
• 13:38
  for
• 13:39
  over
• 13:39
  an
• 13:39
  hour
• 13:40
  and
• 13:40
  we
• 13:40
  talked
• 13:40
  about
• 13:41
  very
• 13:41
  little
• 13:41
  sneakers.
• 13:42
  Honestly,
• 13:43
  it
• 13:43
  was
• 13:43
  a
• 13:43
  great
• 13:43
  chat.
• 13:44
  I'm
• 13:44
  going
• 13:44
  to
• 13:44
  put
• 13:44
  it
• 13:45
  out
• 13:45
  in
• 13:45
  audio,
• 13:46
  put
• 13:46
  it
• 13:46
  out
• 13:46
  in
• 13:46
  video,
• 13:47
  and
• 13:47
  I
• 13:47
  hope
• 13:47
  that
• 13:47
  the
• 13:48
  final
• 13:48
  product
• 13:48
  reflects
• 13:49
  just
• 13:49
  how
• 13:49
  amazing
• 13:50
  the
• 13:50
  chat
• 13:50
  was.
• 13:51
  He
• 13:51
  is
• 13:51
  one
• 13:51
  of
• 13:52
  the
• 13:52
  most
• 13:52
  genuine
• 13:52
  and
• 13:53
  humble
• 13:53
  people
• 13:53
  I've
• 13:54
  met
• 13:54
  in
• 13:54
  sneakers.
• 13:55
  And
• 13:55
  especially
• 13:56
  with
• 13:56
  the
• 13:56
  success
• 13:57
  that
• 13:57
  he
• 13:57
  has
• 13:57
  built,
• 13:58
  the
• 13:58
  success
• 13:58
  he
• 13:58
  and
• 13:59
  his
• 13:59
  wife
• 13:59
  have
• 13:59
  earned,
• 14:00
  I
• 14:00
  believe
• 14:01
  that
• 14:01
  staying
• 14:01
  humble
• 14:02
  and
• 14:02
  remembering
• 14:03
  humble
• 14:03
  beginnings
• 14:04
  is
• 14:04
  such
• 14:04
  a
• 14:05
  great
• 14:05
  trait.
• 14:05
  And
• 14:06
  being
• 14:06
  genuine,
• 14:06
  being
• 14:07
  authentic,
• 14:07
  being
• 14:08
  accessible
• 14:08
  as
• 14:09
  creators,
• 14:09
  especially
• 14:10
  when
• 14:10
  people
• 14:10
  come
• 14:11
  to
• 14:11
  you
• 14:11
  and
• 14:11
  people
• 14:12
  have
• 14:12
  done
• 14:12
  that
• 14:12
  here
• 14:13
  with
• 14:13
  fire
• 14:13
  footwear
• 14:13
  to
• 14:14
  say,
• 14:14
  I
• 14:15
  feel
• 14:15
  heard,
• 14:16
  I
• 14:16
  feel
• 14:16
  seen,
• 14:17
  and
• 14:17
  I
• 14:17
  love
• 14:18
  that.
• 14:18
  I
• 14:18
  love
• 14:18
  how
• 14:19
  humble
• 14:19
  he
• 14:19
  was.
• 14:19
  And
• 14:19
  I
• 14:19
  cannot
• 14:20
  wait
• 14:20
  for
• 14:20
  you
• 14:20
  to
• 14:20
  hear
• 14:21
  that.
• 14:21
  So
• 14:21
  that
• 14:22
  shoe
• 14:22
  was
• 14:22
  really
• 14:23
  a
• 14:23
  means
• 14:23
  for
• 14:23
  you
• 14:23
  to
• 14:24
  go
• 14:24
  to
• 14:24
  wear.
• 14:24
  Testers
• 14:25
  subscribe
• 14:25
  to
• 14:25
  their
• 14:25
  YouTube,
• 14:26
  Instagram,
• 14:26
  all
• 14:27
  that
• 14:27
  good
• 14:27
  stuff.
• 14:28
  Watch
• 14:28
  that
• 14:28
  review.
• 14:29
  It's
• 14:29
  cool.
• 14:29
  And
• 14:29
  it
• 14:30
  also
• 14:30
  speaks
• 14:30
  to
• 14:30
  a
• 14:31
  time
• 14:31
  in
• 14:31
  Kobe's
• 14:31
  career
• 14:32
  where
• 14:32
  he
• 14:32
  was
• 14:32
  still
• 14:32
  with
• 14:32
  Adidas.
• 14:33
  I
• 14:33
  think
• 14:33
  nowadays
• 14:34
  we're
• 14:34
  so
• 14:34
  used
• 14:34
  to
• 14:34
  Kobe's
• 14:35
  coming
• 14:35
  out
• 14:36
  and
• 14:36
  being
• 14:36
  Nike
• 14:37
  retros,
• 14:37
  but
• 14:38
  his
• 14:38
  time
• 14:38
  with
• 14:38
  Adidas
• 14:39
  did
• 14:39
  have
• 14:39
  some
• 14:39
  fire.
• 14:40
  And
• 14:40
  I
• 14:40
  think
• 14:40
  it's
• 14:41
  worth
• 14:41
  a
• 14:41
  look
• 14:41
  back,
• 14:41
  just
• 14:42
  like
• 14:42
  it
• 14:42
  is
• 14:42
  for
• 14:42
  Concepts
• 14:43
  Japan.
• 14:44
  How
• 14:44
  do
• 14:44
  you
• 14:44
  feel
• 14:44
  about
• 14:45
  CO
• 14:45
  JP
• 14:45
  releases?
• 14:46
  Is
• 14:46
  it
• 14:47
  something
• 14:47
  that
• 14:47
  you
• 14:47
  knew
• 14:47
  about?
• 14:48
  Is
• 14:48
  it
• 14:48
  something
• 14:48
  that
• 14:48
  you
• 14:49
  feel
• 14:49
  like
• 14:49
  you
• 14:49
  are
• 14:49
  in
• 14:50
  tune
• 14:50
  with
• 14:50
  the
• 14:50
  history
• 14:50
  of
• 14:51
  or
• 14:51
  is
• 14:52
  it
• 14:52
  something
• 14:52
  you
• 14:52
  don't
• 14:52
  care
• 14:52
  about?
• 14:53
  You
• 14:53
  can
• 14:53
  always
• 14:53
  let
• 14:54
  me
• 14:54
  know
• 14:54
  by
• 14:54
  calling
• 14:54
  the
• 14:54
  Fire
• 14:55
  Footwear
• 14:55
  hotline,
• 14:55
  area
• 14:56
  code
• 14:56
  202-643-9170
• 14:59
  for
• 14:59
  my
• 15:00
  international
• 15:00
  listeners.
• 15:01
  Don't
• 15:01
  forget
• 15:01
  to
• 15:01
  do
• 15:01
  that
• 15:02
  country
• 15:02
  code
• 15:02
  of
• 15:03
  one.
• 15:03
  Since
• 15:03
  I
• 15:03
  am
• 15:03
  in
• 15:04
  the
• 15:04
  United
• 15:04
  States,
• 15:05
  of
• 15:05
  course
• 15:05
  you
• 15:05
  can
• 15:05
  follow
• 15:06
  me
• 15:06
  on
• 15:06
  Instagram
• 15:06
  at
• 15:07
  Fire
• 15:07
  Footwear
• 15:07
  Pot
• 15:07
  is
• 15:07
  the
• 15:08
  handle
• 15:08
  at
• 15:08
  Fire
• 15:09
  Footwear
• 15:09
  Pot
• 15:09
  on
• 15:09
  TikTok.
• 15:10
  If
• 15:10
  you
• 15:11
  want
• 15:11
  to
• 15:11
  watch
• 15:11
  the
• 15:11
  show
• 15:11
  on
• 15:11
  YouTube,
• 15:12
  Fire
• 15:12
  Footwear
• 15:13
  sneakers
• 15:13
  Talk
• 15:13
  is
• 15:13
  what
• 15:13
  you
• 15:14
  would
• 15:14
  search.
• 15:14
  If
• 15:14
  you
• 15:14
  go
• 15:15
  there
• 15:15
  and
• 15:15
  you
• 15:15
  like
• 15:15
  the
• 15:15
  videos,
• 15:16
  please
• 15:16
  hit
• 15:17
  subscribe.
• 15:17
  It
• 15:18
  means
• 15:18
  a
• 15:18
  lot.
• 15:18
  I'm
• 15:18
  trying
• 15:19
  to
• 15:19
  build
• 15:19
  that
• 15:19
  and
• 15:19
  give
• 15:19
  you
• 15:20
  some
• 15:20
  different
• 15:20
  things
• 15:21
  because
• 15:21
  as
• 15:21
  a
• 15:21
  content
• 15:22
  creator
• 15:22
  I
• 15:22
  just
• 15:22
  love
• 15:23
  making
• 15:23
  content
• 15:24
  for
• 15:24
  you.
• 15:24
  I
• 15:25
  hope
• 15:25
  this
• 15:25
  finds
• 15:25
  everybody
• 15:25
  well
• 15:26
  fam.
• 15:26
  I
• 15:26
  hope
• 15:26
  this
• 15:26
  finds
• 15:27
  everybody
• 15:27
  safe
• 15:27
  and
• 15:27
  I
• 15:28
  appreciate
• 15:28
  everybody's
• 15:29
  listening
• 15:30
  ear
• 15:30
  and
• 15:30
  I
• 15:30
  will
• 15:31
  talk
• 15:31
  to
• 15:31
  you
• 15:31
  next
• 15:31
  time.
• 15:32
  This
• 15:32
  is
• 15:32
  Fire
• 15:32
  Footwear.
• 15:51
  The
• 15:51
  opinions
• 15:52
  and
• 15:52
  viewpoints
• 15:53
  expressed
• 15:53
  on
• 15:53
  Fire
• 15:54
  Footwear
• 15:54
  are
• 15:55
  those
• 15:55
  of
• 15:55
  Matt
• 15:55
  Frates
• 15:56
  and
• 15:56
  his
• 15:56
  guest
• 15:57
  and
• 15:57
  not
• 15:57
  necessarily
• 15:58
  those
• 15:58
  of
• 15:58
  the
• 15:58
  Maddie
• 15:59
  Ice
• 15:59
  Media
• 15:59
  Network.
• 16:00
  Fire
• 16:01
  Footwear
• 16:01
  is
• 16:02
  exclusively
• 16:02
  owned
• 16:03
  by
• 16:03
  Matt
• 16:03
  Freights
• 16:04
  and
• 16:04
  is
• 16:04
  brought
• 16:04
  to
• 16:04
  you
• 16:04
  by
• 16:05
  the
• 16:05
  Madi
• 16:05
  Ice.