In 2012, Jordan Geller was bidding in an eBay auction for arguably one of the most important shoes in sneaker history. On offer was a pair of Air Jordan 1s were worn by Michael Jordan, signed by Jordan himself. Ultimately, Geller won the shoes. And now, eight years later, the sneakers are coming up for auction again—this time from the glitzy auction house Sotheby’s, better known for selling multi-million-dollar Monets and Cartier bracelets. (And, more recently, Supreme skate decks.) In the intervening years, sneaker collecting and selling has become a massive business, with private investors spending millions to goose resale startups, and plenty of people make their living by selling the hottest pieces. Prices are auction-house-worthy now, too: the estimate for the Jordans going up for sale today is $100,000 to $150,000.
After making them the crown jewel of his shoe museum—named ShoeZeum—Geller decided it was time