Sneaker Spotlight: Air Jordan XXX

You could tell the story of the Air Jordan XXX in many different ways. However, designer Tinker Hatfield says the journey actually started last February during a pre-birthday party dinner. It was there that Michael Jordan asked Hatfield to take control of the process behind one of the more significant sneaker releases of this generation. With a shortened timeline–many sneaker designers say they actually start the process 18-24 months out–Hatfield knew he was facing down a beast.

“The next morning I drew a shoe,” Hatfield says, “because I knew I was in deep trouble. We had no time. Then I realized it wasn’t good enough to sketch a shoe. I asked for that particular photo of Michael in the slam dunk contest and then I drew.”

That particular photo stems from the iconic 1988 Slam Dunk Contest when MJ won by taking off from the free throw line. You have probably seen the image before: Jordan in the air, ball cocked at an angle, legs bent, face contorted into something resembling rage. The photo was art and Tinker’s starting point for the Jordan XXX actually began there.

Literally drawing out inspiration from that image, Hatfield and the Jordan Brand went from there, heeding Jordan’s advice to make the sneaker look “fast” by incorporating a knit cradle and the “XXX” graphic on the heel, as well as an upper made of woven, knit, and printed materials. The toe features the Jumpman logo on a new print created by fellow designer Mark Smith and a new traction system takes after the quote “excellence is never second place.”

Releasing today at Champs Sports, the Air Jordan XXX is a monumental moment for Michael Jordan and his brand. Thirty years in the game and this signature sneaker line is still going strong. Don’t miss out on this iconic release.

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Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

Air Jordan XXX

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