New York Knick forward Carmelo Anthony is one of the players selected to carry the Jordan brand
Michael Jordan hasn’t laced up a pair of Air Jordan sneakers to play in an NBA game since the 2002-2003 season, yet the popularity of Jordan Brand is arguably bigger than ever. Very few Saturday’s go by in a calendar year that sneaker aficionados aren’t lining up in droves outside of some cool boutique for limited edition retro Jordan’s.
Nearly a decade removed from his playing days, Jordan has handpicked several of the top athletes in the world to carry the brand into it’s next stages, but the question still remains whether the new crop of talent will ever be able to equal the retail appeal of the six-time NBA champion? In early fall, BlackEnterprise.com was invited to Nike Headquarters in Beaverton, OR to attend Flight Forum, an unveiling of the next round of signature shoes for Jordan Brand athletes Chris Paul, Dwyane Wade and Carmelo Anthony.
“The Brand is always looking for athletes who personify Michael Jordan’s style and passion on and off the court,” says Josh Benedek, Communications Manager from Jordan Brand. “Obviously our consumer is a lot more tech savvy than in years past so we try to create brand experiences that speak to that… Michael’s legacy has and still will be the foundation of the brand moving forward. The impact Michael has on the game allows us to create content that embodies Michael’s passion and determination.”
Given the uncertainty of the 2011-2012 NBA season, the marketing team at Jordan Brand came up with a three-pronged silo concept to entice buyers into stores while their favorite stars are absent from the hardwood. The “Fly Around. Fly Through. Fly Over” campaign and the sneakers themselves are segmented to appeal to each player’s on and off court persona.
New Orleans Hornet guard Chris Paul's CP3.V
For example, Chris Paul and his upcoming CP3.V (release date scheduled for early January 2012) sneaker represents the “Fly Around” silo because of the New Orleans Hornets point guard’s penchant for leaving opposing defenders in the dust. Designed by Jordan Design Director of Footwear, Andre Doxey, the shoe is billed as the lightest CP3 ever at 12.5 ounces. With a Flywire upper and Podulon technology in the heel area, Paul’s sneaker is all about speed. The shoe also carries personal meaning for Paul, courtesy of the 61 triangles on the shoe, which represent the number of points he scored in high school as a dedication to his dearly departed grandfather.
Technology and fit get the attention of the diehard athletes all day but Doxey, who is a 16-year veteran in the footwear industry, understands that it will take a bit more to convince the pedestrian hoops fan to spend $100+ on Jordan sneakers in this economy. “Part of our history has always been making great product first, and making it beautiful,” he says. “When you do that people adopt it. They’re going to play in it and they are going to wear it. So that’s our goal—period. Whether there is a season or not a season, we want people wearing the product.”
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New York Knick forward Carmelo Anthony's Melo 8
New York Knicks forward Carmelo Anthony, who has been signed to Jordan Brand since the beginning of his career, represents the “Fly Through” silo, which emphasizes power. As the first shoe Anthony has launched as a Knick, the M8 is a big deal for the city, the brand and the player. “Not only is it mine, it’s New York City’s signature shoe and I’m proud of that,” says Anthony. “This is my first release here in New York so all the fans can have something to be proud of.”
Designed by Justin Taylor (with a lot of input from Anthony), the M8 was the basis for most of the Jordan Brand sneakers that will be released this season (or lack thereof). Built more on Anthony’s play than the storytelling, the M8 features a Jordan first with the exposed Zoom air bag in the forefoot and a Max bag in the heel for cushioned landings and quicker repeat jumps. The Flywire quarter panel and Achilles pad, coupled with the traction pods on underneath the shoe, make for a very comfortable sneaker that is sturdy enough for big guys but light enough for guards.
Anthony’s influence can also be seen in the aesthetics of the different color ways of the M8, from the patent leather to the “Born in Brooklyn, Raised in Baltimore” signature on the tongue. That creative freedom is one of the reasons he’s stayed loyal to the brand. “You don’t get [the classiness and legendary standards of Jordan Brand] with a lot of other brands,” says Anthony. “For me to be a part of that and still have my ideas and my creativity put into the shoes and to actually see it and get the feedback that I get from the sneakers is amazing.”
Miami Heat guard Dwyane Wade's Fly Wade 2
Like Anthony’s shoe takes cues from the Jordan XI via the patent leather, Dwayne Wade’s Fly Wade 2 also borrows from Jordan’s of the past. Representing the “Fly Over” silo, Wade’s second signature sneaker is reminiscent of a few different Jordan shoes, mostly because the legendary Mark Smith designed it. Smith, who is the Global Design Director for Jordan Brand, has had his hand in the design of several MJ classics since he started working on footwear for the company in 1993.
With the Fly Wade 2, Smith used Hyperfuse upper with a full Lunarlon midsole—a technology normally exclusive to running shoes—to enhance Wade’s fast-paced, above the rim game. He, along with Wade, also designed the Miami Heat guard’s new logo, which will appear for the first time on the shoe, which drops in December. Wade is a stickler for making sure his shoe feels good and that emphasis on comfort is apparent in his second signature Jordan shoe (Wade was previously signed to Converse). “Fit and comfort are two of the things we really emphasized with the shoe,” says Smith. “If it’s comfortable, you play well, if you play well then you look really good.”
