The annual release of Air Jordans has finally arrived. Michael Jordan‘s iconic jumps such as the 16-foot clutch jump shot for North Carolina University inspired numerous Nike creations. Each design is created in close association with the Bulls legend. However, do all the sneakers receive as close an inspection from MJ as the newest release? If you listen to Joel Greenspan, Design Director for Jordan Brand Performance Footwear, the answer is no.
Jordan is part of the making process of every shoe in the Jordan Brand. This time, however, the designer stated that His Airness was deeply and thoroughly involved in the creation of the shoe from beginning to end. Why? As a billionaire businessman, he ensures to present the best to the world.
“That came from Michael. Every step of the way, he was mentoring us and showing us what he expects. He cares deeply about his legacy and the legacy of the Air Jordan, but also about today’s athletes. He wants to make sure that we’re serving them as best we can,” Greenspan said, in an interview with Boardroom. The newest one is also quite different from the previous Air Jordans.
Greenspan explained that there were two things that MJ had in mind for the AJ 39. As you would expect from the 6x NBA champ, he wanted the most cutting-edge performance shoes that could give more power to the athletes. And second most important thing for Jordan was the design to be minimal and housed in the most simplistic package. Jordan even met the team often to talk about the process.
Joel Greenspan recalled meetings with Michael Jordan at his Grove XXIII
The Air Jordan 38 and 38 Low was the first designed by Greenspan. For the AJ 39, the Chicago Bulls legend often invited the team to the Grove XXIII whenever he was around. The designer expressed his astonishment at how much knowledge Jordan has not just about the business but also about the actual craft of shoe-making. “Whenever he was available, we would show up in Florida to Grove XXIII and talk shoes,” the designer said.
The AJ 39’s design includes a full-length ZoomX foam with the Air Zoom unit, which is the signature cushioning material used by many of Nike’s and Jordan’s top-end hoops shoes. It also features an 85% energy return, which is ideal for catching air and, boosting explosiveness when cutting and sprinting.
Jordan’s understanding of the shoe design is evident in the simplistic yet technologically brilliant design of sneakers. As Greenspan revealed, there aren’t low and high for the shoe with just nine simple colorways for retail. This could be just the beginning, with more such ingenious creations in line.
Stay tuned for more such updates and join us for the exciting pilot episode of the “Dual Threat Show” as our host BG12 sits down with Georgia Bulldogs star and SEC All-Freshman Team Selection, Silas Demary Jr.