As the story goes, when Michael Jordan was deciding which sneaker company to sign with out of UNC, he was sure about one thing: It almost certainly would not be Nike. Jordan had a very high opinion of adidas, and he had played his entire college career in Converse – which endorsed guys like Magic, Bird and Dr. J. MJ’s parents actually had to convince him to go through with his trip to Portland to hear Nike’s pitch.
What has transpired over the past three decades illustrates the importance of presenting oneself well. Jordan was completely blown away by Nike’s presentation, which convinced him they had a genuine vision for him other companies wouldn’t or couldn’t match.
From there, everything simply came together. Jordan became a household name, and Air Jordans subsequently became an enduring status symbol. Almost a decade after he played his final game, the Jordan Brand generated $1.75 billion in 2012, according to Forbes.
[RELATED: Chris Paul’s Jordan CP3.VII Officially Unveiled]
Jordan evolving into the greatest player in basketball history obviously had a lot to do with that success. But it’s mind-blowing to think how different things might be today had Nike not understood that they absolutely had to put their best foot forward.
All these years later, Nike and the Jordan Brand still understand the value of presentation, as demonstrated by this week’s Jordan Brand Holiday Preview, staged at the Nike NYC offices in Chelsea. Spread across several intricately designed rooms with distinct themes, the Preview offered selected media the opportunity to get a look at the Brand’s sneakers and gear earmarked for the next few months.
Make no mistake, they have a lot to work with; for my part, I couldn’t wait to see the Laney Vs in person. But the Holiday Preview put Jordan’s product in the best possible light, paying visual tribute both to their rich heritage and their continuing innovations in sneaker technology, which have combined to emblazon a Jumpman on 58 percent of basketball sneakers sold last year.
Here are five things that jumped out at us during Dime‘s walkthrough of the Jordan Holiday Preview showroom this week.
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1. “BEL AIR” JORDAN
Perhaps the best reason Jordan retros remain so coveted is the way they evoke eras gone by. The multicolored “Bel Air” Jordan V is a new mock-up, yet it has drawn buzz from anyone who grew up in the ’90s watching Fresh Prince, which featured Will Smith wearing a fresh pair of Js in seemingly every episode.
As such, the most intriguing room in the Holiday Preview was the one done up to look like the Fresh Prince’s bedroom, with bright mid-90s style colors everywhere. A television was hooked up to an old-school Nintendo complete with Super Mario Bros. (I resisted the urge to ask if I could play.) Sitting on a desk was a collection of vintage Sports Illustrated magazines featuring Jordan – and, in a nice touch, Tyra Banks. Classics like “Regulate” wafted through the speakers.
Around the room were various pairs from the “Bel Air” pack, highlighted of course by the Air Jordan Vs, which release Oct. 5 and look very sharp in person. But don’t sleep on the Air Jordan XX8 SE and CP3.VII, both of which made me want to do the Carlton Dance.
Speaking of which…
Keep reading for a sick look at what’s up next for CP3…
2. CP3 TAKES THE SPOTLIGHT
Chris Paul‘s Jordan Brand sneakers have always been on point performance-wise and otherwise, but have always seemed a bit overshadowed by some of the more high-profile Jordan Brand offerings. That might have to change, as the CP3.VII – the “Three-Seven,” for short – is his most striking sneaker yet.
Perhaps the coolest aspect was the personal touches inherent to the shoe. To match CP3’s revved-up game, Justin Taylor channeled elements from high-performance sports cars, including side-panel perforations meant to represent a wind tunnel air flow, and a subtle gear shift logo on the toe to serve as the No. 7. A VIN number on the shank is a nod to Paul’s kids.
The first two CP3.VIIs – both featuring a Bel-Air color scheme heavy on purple – release on Oct. 5. Starting Oct. 21, it will be the first CP3 sneaker to be offered on NIKEiD, so it seems Jordan has particularly high hopes for it. The Melo M10 looked promising as well, but perhaps it’s high time for CP3’s signature line to get its proper shine.
Keep reading to get a special look at the upcoming Laney Vs…
3. MEMORY LANE
In a year with many coveted Air Jordan V releases, perhaps the most anticipated are the Laneys, which hit shelves on Nov. 2 for the first time in 13 years. Done up in royal blue and yellow to match the colors of MJ’s high school team in Wilmington, N.C., it’s curious they didn’t retro this particular colorway back in 2005, when throwback Jordan Laney jerseys hit the shelves. (I have one in my closet.) But the longer wait has only served to drive demand to a frenzy.
As you would expect, Jordan Brand didn’t stop with the Vs; the colorway will appear on a full assortment of sweatsuits, socks, boots, caps and shoulder bags. The onslaught of bright-colored Laney-themed sneakers and apparel are perfect for those with a strong appreciation for basketball history – or anyone who simply wants to bring a little summer to their winter.
Keep reading to see which Air Jordan Xs are on deck…
4. HANG TEN
The Air Jordan X has always been somewhat overlooked in my opinion, most likely due to its proximity to the XI, arguably the greatest sneaker of all time. Even MJ chose to forsake the X in favor of its flashier successor during the 1995 Playoffs.
But I’ve nonetheless always been a fan of the X, which is clean without being overly showy, and I wonder how it would have fared historically had it not released during the year Jordan was playing baseball. My favorite part is the iconic sole, which makes each sneaker a point of reference on your feet, chronicling a timeline of Jordan’s finest moments during the first iteration of his basketball career.
The classic Steels (releasing Oct. 12) and Shadow-ish Cool Grey-Infrareds (January 25, 2014) were arranged alongside a variety of lifestyle offerings – most notably a great t-shirt with the Jumpman wearing a tuxedo – in a room designed to look like a city street, fire hydrant and all. And that was fitting: Expect to see plenty of people walking the streets in Xs in the months to come.
Keep reading to see how the XX8 is going to reinvent the wheel…
5. SOMETHING OLD, SOMETHING NEW
With apologies to the Bel Air room, the portion of the walkthrough that attracted the most attention was easily the sneaker wall, which featured one of each game shoe from Jordan’s signature line. The room was a nod to Jordan’s history of innovation, but more so to its rich history of classic kicks. (Of special interest was the presence of a Black/Cement ’88 Jordan III, an exciting sign of things to come.)
Down the hall was the Performance room, which featured the absolute latest in Jordan Brand technology. Amid a host of CP3.VIIs and Super Fly 2s, the Air Jordan XX8 SE stood out with its bold color schemes and revolutionary Flight Plate cushioning system. Resplendent in Bel-Air, OKC Thunder, UNC and Georgetown themes, the SE – a streamlined version of the polarizing game shoe – represented the result of 28 years of research and evolution.
The dichotomy between the two rooms illustrates why the Jordan Brand remains at the forefront, even for kids who never actually saw MJ play live. It would be easy for JB to rest on its laurels, to coast off its past three decades of success. But it’s far more challenging – and rewarding – to continue to take risks, push boundaries and attempt to reinvent the game. The Jordan Brand has laid the groundwork to allow it to endure the passing of generations, but that hasn’t stopped it from exploring new frontiers.
What are you most excited for?
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