Speaking of AJ, it can be regarded as a rebel in basketball shoes. The early NBA stipulated that players were prohibited from wearing colored sneakers other than black and white during the game, and Jordan's black and red AJ1 was particularly eye-catching. For this reason, Nike had to pay a fine of up to $5,000 for Jordan at that time.

  • 1. AJ is the uncompromising spirit of counter-war


In the 1980s, most of the people who owned sneaker brands before Jordan were tennis players and golfers, and most of them were white-collar idols such as Stan Smith. They were white-collar idols accepted by the leisure class above the middle class. But Jordan has a completely opposite background: black, grew up in Brooklyn, and is a solid grassroots. NIKE captured the Americans' desire for counter-attack heroes and promoted it as "Jordan can fly." Jordan's resume is indeed worthy of the reputation of "God of Basketball."

In the 1980s, most of the people who owned sneaker brands before Jordan were tennis players and golfers, and most of them were white-collar idols such as Stan Smith. They were white-collar idols accepted by the leisure class above the middle class. But Jordan has a completely opposite background: black, grew up in Brooklyn, and is a solid grassroots. NIKE captured the Americans' desire for counter-attack heroes and promoted it as "Jordan can fly." Jordan's resume is indeed worthy of the reputation of "God of Basketball."

For most black groups, Jordan is the best proof of the physical fitness and athletic talent of the black race, and is a spiritual analgesic that bridges the resentment and pain of second-class citizens for a long time. The black community, especially the children, treats his appearance every time he descends as a god. For many black children, Jordan is the savior, and a pair of Jordan shoes can be a source of self-esteem and inner strength, reap all the enviable eyes, and even avoid school and street bullying.

In 1986, starting from the first game broadcast of NBA tournaments introduced by China, Chinese people began to understand top-level tournaments like NBA. This was Jordan’s golden age. Through repeated broadcasts, most of the Chinese people’s understanding and even interest in basketball were It started with Jordan’s God-level operations again and again. It can be said that Jordan's influence is world-class.

Air Jordan is far more than just a basketball shoe brand, it and Michael Jordan behind it are already a basketball culture totem and spiritual leader.

  • 2. AJ's powerful actual combat performance


As a legendary pioneering work, Air Jordan 1 is inspired by the first air-cushioned basketball shoe AF1 born in 1982. Designer Peter Moore puts the core technology Air Sole developed by Nike at the time into a thinner midsole. In, achieve a perfect balance between cushioning and grounding requirements.

When it comes to AJ3, the designer has expanded the Air Sole technical area to the forefoot and the back of the palm, and designed the Air Sole on the back of the palm to be visualized, greatly improving the foot feel and jumping ability. When it comes to AJ8, the addition of the built-in tray has made stronger supplements and feedback to the control and support of the chassis. The towering and fat uppers combined with the cross strap Velcro design provided the ultimate protection for the feet and ankle joints at the time.

Air Jordan 13 adopts the concept of bionics, imitating the partition of the panther toe, and the blessing embellishment of the holographic leopard eye at the outsole and upper increases stability and grip.

  • 3. Even with the aura of AJ, you have to come up with good products


The design of the authentic Air Jordan is extremely closely connected with Jordan. For fans who like Jordan, it is undoubtedly continuing to knit a deep emotional connection. For example, Jordan personally participated in the design of the Air Jordan 6, which combined the shape of his favorite Porsche sports car. Elements are injected into the design.

And Air Jordan 10 lieutenant general Jordan’s career details of all honors in the "Bred" color as the sole design, let AJ fans fully feel the emotional link and design sincerity to Jordan.

Therefore, AJ’s fan loyalty is very high. AJ is now presenting to the 23rd generation, and now there are 33 generations in total. There are countless reissues, but it can still maintain a consistent response. The most fundamental reason is this. Emotional memory.

At the moment, Jordan can't continue to occupy the industry solely by feelings. After all, millennial consumers do not have such deep emotional sustenance for Michael Jordan. Jordan began to seek new directions. Jordan gradually withdrew Michael Jordan's personal influence, and transformed the brand into a trend symbol that integrates cultural heritage and sense of history.

Starting in 15 years, Jordan Brand began to try to collaborate with more street brands and street artists, combining classic Jordan sneakers with current popular elements or popular street brands, riding a retro sports-style ride on the Air Jordan's image is transformed into a popular carrier.

Not only the product, but also from the brand promotion, the style of each season's promotional photos is also changing. The shooting scenes of the photos are no longer just basketball courts. Streets, rooftops, campuses, and industrial areas all appear in Jordan Brand's product catalogs. . The models selected are no longer brand spokespersons or basketball players, and more and more young amateur models have become interpreters of these products. From this, we can see that AJ is actively approaching young people, telling them that wearing Air Jordan is a "cool choice" in the new era.

But such excessive consumption can also cause market fatigue, so in addition to some joint or cross-border cooperation, Air Jordan's own products are also constantly changing.

The latest Air Jordan 32, control the cushioning function of the front and rear palm separation Zoom, Flight Speed ​​technology, anti-twist carbon fiber board, responsible for lightweight control of high tenacity yarn made of Flyknit woven upper, heel large area TPU stability block and The translucent crystal outsole with a new texture, all of which constitute a pair of real top-fit ​​sneakers.

Creating a classic is not an easy task. It can be seen that in the development process of Air Jordan, continuous breakthroughs and innovations, continuous acceptance and absorption are the fundamentals of maintaining vitality. The combination of trend and technology that keeps pace with the times is its charm! It is also the reason why we love it.