Basketball fans lined up for hours in frigid weather this morning to be the first through the door of a Michael Jordan pop-up store on Yonge Street.
The store just north of Dundas Street West opened at 6:23 a.m. but hundreds of fans had been waiting in line all night, and in some cases for days, in temperatures that dipped to -15 C.
Their goal? A pair of special-edition sneakers. In particular a pair that are the result of a collaboration between Jordan and Toronto rapper Drake (those don't go on sale until Saturday). The retail price per pair? About $300.
Customers told CBC News the shoes are valuable because they're so rare.
"I spend money like this on sneakers every week," Jamal Clark told CBC.
"Drake and Jordan doing this? That's the best thing Toronto ever had," he said.
A life-long sneaker collector, Clark made the two-hour drive to Toronto from his home in Buffalo, N.Y., to be among the first through the door.
Clark spent $1,500 on sneakers today and plans to spend about $3,000 more before the end of the weekend.
John made the trip to Toronto from Houston to check out the store.
"If you're a part of the sneaker community you've got to check it out," he said. "Because it's a rare occasion."
The store will be open 24 hours a day throughout the NBA All-Star Weekend.
The Jordans are flying off the shelves here. But Drake's OVO Jordans won't be released until tomorrow. pic.twitter.com/pXFWxF2V71— @LindaWardCBC
This is what the big deal is all about. $300 a pair...and lineups around the block. pic.twitter.com/IoyoiNCxQZ— @LindaWardCBC