Nike officially unveils milestone Air Jordan XXX

by the web
Jan 15, 2016
Oklahoma City Thunder guard and Jordan Brand endorser Russell Westbrook will model the Jordan XXX on the court.     Images from Jordan.com

MARKING another milestone, Nike has officially unveiled the Air Jordan XXX.

Designed by Tinker Hatfield, the latest signature shoe is a fusion of the different influences that has shaped the Jordan Brand, the company named after NBA legend and Chicago Bulls great Michael Jordan.

Using a photo of Jordan in mid-flight during the slam dunik contest, the XXX depicts key moments in Jordan’s illustrious career and the brand’s evolution over the past three decades.

The silhouette is defined by five main components: height, toe, traction, material and fit. Jordan requested Hatfield to “make [the shoe] look fast." Innovations included a first-of-its-kind knit collar and XXX graphic along the heel and forefoot. A smooth toe piece fashioned by Mark Smith using a new printing technique offers superior breathability.

Materials have always been critical to the success of Jordan models. The XXX uses a combination of woven, knit and printed fabrics, where each plays a crucial role in select portions of the shoe.

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The approach, Hatfield notes, created a “nice sort of circle. Its all very internal, rather than the external story of being influenced by a car or architecture or music. Those have been good tools, but this one was different. It was just in my head, so to speak.”

The Air Jordan XXX ($200) will be available globally on February 12 at select retail stores and Jordan.com.

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Oklahoma City Thunder guard and Jordan Brand endorser Russell Westbrook will model the Jordan XXX on the court.     Images from Jordan.com
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