Sneaker attack: ShoeZeum plans late August debut

Paris has its Musée du Louvre. New York offers the Metropolitan Museum of Art. Spain's gift to world culture is the Museo del Prado.

Las Vegas?

The Atomic Testing Museum. The Neon Museum. The Mob Museum. The Erotic Heritage Museum.

And now ... the ShoeZeum.

At 4 p.m. on Aug. 30, Jordan Geller will open his world-class collection of more than 2,500 limited-edition sneakers to the world in rented space at Neonopolis downtown.

Admission: $10 a head.

It may seem like a questionable business decision for both Geller and Neonopolis developer Rohit Joshi, especially with the long-struggling complex slowly adding high-profile new tenants, but it makes sense to Geller and to Joshi.

The ShoeZeum will fill about 7,500 square feet, or about half of the space of the former Jillian's concert venue on the first floor. Joshi had the spot leased to Banger Brewery, a local microbrewery and bar, but the outlet needs more time for approvals and may not start moving in until November or December. In the meantime, Joshi said, why not sublet the space for the loving display of $1 million in Nike athletic shoes?

"(Geller) came in and told me about this thing, (and) of course the first reaction is: 'Museums are tough,' " Joshi said. "I tried to tell him it may not work in downtown, but it's worth giving it a try ... I've got a feeling that we can make it a destination."

For Geller, the drive to show his shoes is a little more personal. His father was a marathon runner, and his namesake is an athlete long associated with the swoosh: Jordan Michael.

Geller and his father often went to shoe stores together, but he wasn't allowed to buy the latest and greatest sneaks in those days.

"I started buying them because I always wanted them as a kid," he said. "Now it's a good investment."

Geller said he "does crazy things" for his collection - waiting in line at all hours of the night outside Nike stores when a new model is released, scouring eBay and having friends at shoe stores set aside specialty pairs for him. It's an expensive habit. He paid $5,000 for a pair worn and then autographed by Michael Jordan.

Geller called his collection is "priceless," but when pressed, he said it's probably worth more than $1 million.

"Nothing will be for sale here," he said.

One display is a single pair of black shoes surrounded by mounds of receipts to represent the small fortune Geller has spent over the years. He calls it Black Friday, after the busiest shopping day of the year.

Geller first opened his museum in San Diego in 2010 but thought it would be a better fit for Las Vegas. Nike knows of the museum but is not involved with the project and doesn't endorse or support it in any way.

Visitors will pay $10 a head to see the 23 themed exhibits based on design, such as animal print, superheroes, types of candy and holidays. There's even a Nike sneaker modeled after a lobster, complete with blue rubber band over the toe. The old Jillian's stage will be the focal point, featuring Geller's "stairway to heaven" lined with Air Jordans.

All but 10 pairs in Geller's extensive collection are Nikes in size 11.5 (except for his signed 1985-release Air Jordans, which are a size 13 and 13.5).

The first thing visitors will see upon entering the museum are shelves of Nikes related to Las Vegas - sneakers bedecked with playing cards, inspired by the mob, or sporting the signature gray and scarlet of the University of Nevada, Las Vegas.

Geller expects to draw a mix of locals, tourists and die-hard sneakerheads who share his passion for all shoes Nike and who follow the movement of limited edition kicks online.

A final note: there's no need to break out the Odor-Eaters if you plan to take in the show. Just as art collectors don't doodle on their Degas, sneakerheads don't wear their collections.

Contact reporter Caitlin McGarry at cmcgarry@review journal.com or 702-387-5273.