Jordan Brand unveils the Air Jordan XXX, inspired by MJ's '88 dunk contest
The Air Jordan XXXs were inspired by a photo of Michael Jordan from the 1988 slam dunk contest.
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1 min read
Jordan Brand unveiled the lasted signature Jordan shoe on Thursday, the Air Jordan XXX. A space-age looking sneaker that was inspired by a photo of Michael Jordan from the 1988 slam dunk contest.
From Nike:
The photo in question, which featured MJ in the open lane, rising to the hoop, ball cocked behind his right ear and legs tucked under his body, activated Hatfield’s memories of 1988. It spurred the designer to add his own illustrations to the familiar image. The resulting artwork, which recapped Jordan’s history in unconventional ways, in turn inspired the shoe.
An “XXX”, signifying 30, transformed into a basketball net. Stars symbolized the athlete’s otherworldly talents and planets orbiting the Jordan universe took on surfaces — elephant print or carbon fiber — related to innovations initiated by past Jordan models. Elaborating his drawing, with help of fellow designer Mark Smith, Hatfield broadened the Jordan narrative and formed the story of the Air Jordan XXX, one that references a storied yet timeless lineage with an eye towards the future.
Here's artsy video which shows a bit more about the inspiration for the shoe.
Perhaps the coolest detail on the shoe is the toe, which not only looks great but also has specific technical details for on-court play.
Another trademark of later Jordan silhouettes is a smooth toe piece. “Michael has always been very infatuated with the toe-down look of a shoe,” notes Hatfield. A prime example can be seen on the XI, where the patent extends up the vamp so gracefully that its protective properties appear almost as an afterthought.
The Air Jordan XXX goes on sale February 12.
