The Air Jordan line returns with a new installment this July. The Air Jordan 39 continues the singular legacy of the Jordan Brand. You can find the Air Jordan 39 at Shoe Palace stores and on shoepalace.com.
39
The 39 was built with explosiveness in mind. Explosiveness is of course something that was important to Michael Jordan when he played. Jordan Brand examined MJ’s sharp cross-step to craft the shoes explosive support. The 39 marks the first time full-length ZoomX foam and Air Zoom are present in a basketball shoe. The shoe offers tremendous cushioning. Its upper has embroidered textile that uses a computational design that Nike Sport Research Lab derived from its testing. The outsole has a translucent herringbone traction. Based on NSRL testing the outsole has been reinforced at key pivot areas. Performance was the most important factor for Jordan Brand when it came to creating the 39. For sport and basketball, which is at the root of the Air Jordan line, there is no better shoe currently available.
The Birth of the Air Jordan
Michael Jordan signed an endorsement contract with Nike for $2.5 million his rookie year. That looks like clearance aisle pricing today, but at the time many felt MJ, an unproven newcomer, did not deserve a contract that large.
1985
The Air Jordan 1 was designed by Peter Moore and was released in 1985. The release was tied to Jordan’s rookie season in the NBA. The design of the 1 was simple and consistent with the other basketball shoes of the era. The 1 lacked the sophisticated technology that the Jordan Brand would be known for with later installments. Nike was dedicated to giving MJ his own shoes and brand to grow with. That commitment is clear when you view the shoe’s distinctive logo. Moore designed a wings symbol, a precursor to the Jumpman logo, which was placed on the upper ankle of the shoe.
Marketing
The marketing of Michael Jordan’s shoes was massively successful and helped to expand his notoriety. The collaboration between Nike, MJ and director, Spike Lee, would prove to be incredibly fruitful for everyone involved. The first commercial featuring Lee’s character, Mars Blackmon, debuted in 1988. The ad was for the Air Jordan III. The commercials featuring Mars adopted much of the style and look of Spike Lee’s work as a director. The tone, aesthetic and feel of the ads was movie quality. The elevated level of production added to the value of the Air Jordan line.
Shoe Palace
You can find the Air Jordan 39 at Shoe Palace.
- Adam C. Better
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