The story behind the most iconic sneaker, the Air Jordan. It could not have been told better than director and actor Ben Affleck. The highly anticipated new movie “Air” has received feedback with a rating of 92% on Rotten Tomatoes. The film tells the story of the struggling shoe company Nike in the 80s. Nike sets out to create a deal with Micheal Jordan, a rookie basketball player just out of high school who never set foot on the NBA court. This movie highlights an important business deal that has brought basketball fanatics and sneakerheads to the movie theater.
Through the groundbreaking partnership, Nike changed the game for sneakers. Not only that, but they changed fashion forever for the future generations
Since its debut in 1985, there have been 35 different variations of the sneaker. In the first year of sales, Nike expected to sell 100,000 pairs in their first year, but they sold over 1.5 million pairs in the first few weeks. The shoe’s design was simple: red, white and black with the Nike swoosh. The timeless Air Jordan 1 Chicago was the first of its kind, first starting out from being just a basketball sneaker into an everyday pair of shoes for anyone of any age.
It was highly influential in the 90s as hip-hop artists and rappers like LL Cool J, Eminem and Aliyah had a pair in their wardrobe. From the basketball court to the set of rap music videos, it created a bridge between the two. The collaboration between sneakers and musicians started there, and it has not stopped. Now it has only grown even more with the new rappers of Generation Z. Travis Scott, Asap Rocky, Drake, J Balvin and countless other rappers and celebrities are seen in them.
It’s the statement shoe for Millennials and Generation Z.
After that, it skyrocketed in the fashion realm and created a niche called “sneakerheads.” A person who is knowledgeable and passionate about collecting, trading and wearing sneakers. These shoes are not easy to buy anymore as they are sold in certain quantities. They are announced the week before the release day, and there is no longer a first come, first serve basis. People used to line up and camp outside the night before to get their hands on the new release. However, that is a thing of the past, and online raffles are the way to go. Through store apps such as Nike snkrs, Footlocker and boutiques, people sign up and hope the lottery goes in their favor. It is a fair way for everyone to have an equal chance to get the pair they’ve had their eyes on.
In recent years through endorsements from high-end brands and designers, they have elevated the timeless look. Iconic collaborations with Dior with a retail price of $2,000 are being sold for three times as much on reseller websites such as Goat. One of the most influential designers of our generation, Virgil Abloh, created the Off-White™ x Nike Air Jordan 1. which retailed at $190 and is now being resold for over $4,000. The Air Jordan 1 Retro High OG ‘Chicago has made their comeback this year. Nike has decided to relaunch the sneaker and rename it. The Air Jordan 1 Retro High OG ‘Chicago Lost & Found’ as it brings back the iconic silhouette released in 1985 with the touch of a vintage look
These sneakers mean something. They make you feel confident and cool. It’s not like every other shoe. There is a uniqueness. There are countless different colorways, designs and textures.
All because of one man, Micheal Jordan.
These sneakers represent his career and legacy. “Air” shines a light on the history of the iconic brand and the iconic basketball player. It all comes down to his name. It makes you wonder what would’ve happened if Micheal Jordan never signed with Nike.
Words by Bridgette Cevallos
