Inside Solebox’s “Bre(a)dShop” Activation For The Air Jordan 1 ‘85

A FCFS release done right.

Andrew Rizzo February 14th, 2025 (updated)

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Updated February 14th, 2025: Images from Solebox’s “Bre(a)dShop” activation for the Air Jordan 1 ’85 Bred have been uploaded. On top of the shoe itself, attendees received loaves of bread featuring the Jumpman logo and branded bread knives.

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The following was published on February 12th, 2024:

Jordan Brand has instructed stores carrying the Jordan 1 ’85 Bred to go all-out for the release, meaning inspired activations will be plentiful over the coming days.

European retailer Solebox is hosting what might be the most clever FCFS drop we’ve heard of thus far. They’re celebrating “Bred” by actually baking loaves of bread featuring Jumpman logos, which will supposedly be given out to those who line up at Solebox Studio in Berlin on February 13th (the FCFS event runs from 11:00 AM – 4:00 PM local time). Solebox also mentions “a few surprises for those who arrive early” on Instagram, although it’s unclear as to what that could mean.

This marks the second time in recent memory that Solebox has gone fully literal in their Jordan marketing. In November of 2024, the retailer celebrated the “Black Cement” Jordan 3 retro by wrapping a cement mixer in elephant print.

Solebox Studio in Berlin is the only physical Solebox location hosting a FCFS release on 2/13, following a larger online and physical store drop on 2/8. Our Jordan 1 ’85 Bred global store list contains links to all available purchase channels.

: solebox/IG

: solebox/IG

: solebox/IG

: solebox/IG

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Written by

Andrew Rizzo, Junior Editor

Andrew Rizzo is an editor at Sneaker News based out of New York City. His primary interests include Air Jordan, Nike ACG, Nike Air Max, and New Balance footwear. Prior to joining Sneaker News, Andrew covered youth sports for several outlets and worked at one of the world’s top performance marketing agencies. He hails from Astoria, Queens and is a huge New York sports fan, particularly when it comes to the Knicks and Yankees.