The first thing you see nowadays when you enter Terminal 23, the Jordan Brand’s luxury court in midtown Manhattan, is the glaring visage of Marvin the Martian. This would have been a surefire sign of the times back in 1996, when Space Jam was released.
That said, perhaps it is again.
Next year marks the 20th anniversary of the Michael Jordan/Looney Tunes collaborative vehicle. With Space Jam viewed reverentially by pretty much everyone still stuck in the ’90s — it remains the highest-grossing basketball movie in history — the half-animated film has been a notable influence on many of the Jumpman’s offerings this year, most notably the iconic Hare VII.
It goes to follow that while the upcoming Super.Fly 4 was designed to the specifications of Blake Griffin, it’s more readily associated with the Napoleon-esque cartoon alien than the Clippers All-Star. This is by design, literally: In addition to Marvin appearing in teaser videos and such, the first colorway – set to release stateside on August 5 – features his trademark crimson and electric-green on a black base.
Everyone knows storytelling is an essential element of good marketing, and the rollout of the Super.Fly 4 obviously subscribes to that mantra. But don’t let that completely overshadow the sneaker itself, which has plenty of merits that have nothing to do with cartoons.