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Fear of God Essentials Fall 2021 Collection Yes, ladies and gentlemen. It is finally time for what so many of you have been waiting for. We appreciate everybody's patience and...

Jordan 1 High “Bordeaux” Step into the sneaker that started it all for MJ: the Air Jordan 1. Heritage colour blocking clears a path for this 'Bordeaux' Air Jordan 1...

Jordan 12 Retro “Royalty Featuring a white leather upper, black outsole, and gold eyestays, the Air Jordan “Royalty” may remind you of a certain colorway that still drives in these...

Jordan 3 Pine Green The Air Jordan 3 “Pine Green” is a Fall 2021 release of Michael Jordan’s third signature shoe in a colorway that mimics the look of an...

Event: Saturday 10/23 9AM CST - Saturday 10/23 11:59PM CST The Better Generation in partnership with ZLife AR Survival, have created a sneaker release method like no other. With fairness...

Jordan 14 SE "Winterized" Worn while winning his sixth and final championship ring, MJ’s iconic Air Jordan 14 returns equipped for the coldest season of the year. Just like His...

The Better Generation "Killshot" 10.15.21 (10AM CST) - ($50) This season's energy crafted through a simple, impactful logo design. The subtle face screaming through the blood splatter tells an iconic...

Jordan 5 "BlueBird" The Air Jordan 5 brings back an original inspired by WWII fighter planes. It features the same iconic profile, genuine leather elements and a fabric sleeve for...

Jordan 5 Retro "Shattered Backboard" Featuring hues that are perfect for autumn, the Air Jordan 5 'Orange Blaze' is ready to light up those crisp nights. A Sail leather upper...

Nike Air Max 95 "Japan"Men’s Sizes 8-14 ($180)Available 09/22 at 9AM CSTAvailable on TBG App & TheBetterGeneration.comFirst Come First Serve Link to Download (Apple) Link to Download (Android) Through its exterior, the offering is...

Jordan 13 Retro "Obsidian"Men’s Sizes 8-14 ($190)Grade School Sizes 4.5Y-7Y ($140)Available 09/18 at 9AM CSTAvailable on TBG App Only Coupon Code Release The Air Jordan 13 first hit shelves in...

Puma X Animal Crossing Collection Available 9/18 at TheBetterGeneration.com & TBG app. Get ready to go on an island getaway with this latest collaboration between PUMA and Animal Crossing™: New...