A crunchy “Flamin’ Hot” Cheeto that happens to be shaped like NBA superstar Michael Jordan’s “Jumpman” logo is up for auction at the Goldin auction house’s website.
The Jumpman logo, used on millions of pairs of Nike’s Air Jordan sneakers, is based on a 1985 photo and shows Mr. Jordan, legs splayed outward and arm stretched upward to deliver a basketball into a waiting hoop.
The Cheeto has two “legs,” a “head” and an “arm” complete with a bulbous, ball-shaped end. It is displayed in a small diorama case with the original photo in the background, according to its auction page on the website.
The case also includes a card listing Jordan’s statistics and career highlights during his first season with the Chicago Bulls in 1984, according to The Athletic.
As of 1:52 p.m. Friday, there had been six bids on the Cheeto, with the highest bid at $525, $641 when including the buyer’s premium. The crunchy snack is part of Goldin’s 2025 March Elite auction, and bidding will end at the conclusion of the auction on March 29.
It is not the first “Flamin’ Hot” Cheeto to be sold by Goldin, and not even the first to be sold this month. On March 2, bidding concluded on a Cheeto shaped like the first-generation Pokemon Charizard, from the popular series of video games, trading cards and cartoons.
The 60th and final bid on the “Cheetozard” was $72,000, $87,840 after the buyer’s premium, according to the lot listing.
