The superfight that finally convinced Jordan Brand to produce and distribute a merchandise line for Gennady “GGG” Golovkin has rewarded the company with more sales than it has been able to keep up with in the days leading up to his fight Saturday in Las Vegas against Canelo Alvarez. Jordan launched the merchandise -- a hoodie, a cap and two T-shirt designs, each available in black and white and priced at $35 -- on its web store last week and sold out a production run of 2,000 units in less than three hours. It produced another 4,000 shirts that went on sale Thursday; they sold out by the end of the day. Golovkin has been on the Jordan endorsement roster since last April, appearing in commercials and making appearances on behalf of the brand. Tom Loeffler, Golovkin's promoter, said the fighter’s deal only allowed him to sell “GGG” Jordan merchandise, such as T-shirts and caps, in-venue at his fights. Those have proven to be hot sellers. Golovkin set boxing merchandise records when he fought in both MSG ($140,000) and at The Forum in L.A. ($120,000), Loeffler said. “We couldn’t sell it online, so nobody could ever buy it until fight night,” Loeffler said, pointing out that the only promotion of the new product line came through Golovkin’s social media. “Now that they could buy it online, there was such a pent-up demand that it has just blown up. Jordan (Brand) was really surprised by the response.” Thus far, the merchandise only has been available in North America. Loeffler believes that Golovkin, who is from Kazakhstan, lived in Germany for six years and has fought three times in Monte Carlo, could be equally successful moving shirts and caps in Europe.
