FROM THE VAULT
Air Jordan III
'Gotta Be the Shoes'
Continuing to revolutionize the worlds of sport and fashion, former architect turned designer, Tinker Hatfield, took to the drawing board. Unique in all aspects, the AJ III was bound for success.
This design bought forth many firsts for the athletic shoe industry, now some of which we see on a day to day basis incorporated into various shoes. New to the game was a mid cut silhouette along with the visible air unit that created an effect of ‘walking on air’ like the man himself, as seen in the Jumpman logo.
The Jumpan logo was first integrated into this model, taking the place of the famous Air Jordan ‘Wings’ logo on the tongue of the shoe. Correspondingly, Tinker took a different approach on the use of materials. Again for the first time, he inaugurated faux elephant print which was featured on the heel and toe cap, complimenting the full-grain tumbled leather upper. In addition, Hatfield made changes suitable to MJ’s needs on game day. In order to avoid stiffness and uncomfortability, the tumbled leather was constructed to provide a broken in feeling. Polyurethane crafted the midsole adding to the already sleek construction.
The III’s released during Jordan’s fourth NBA season in 1988. The Jumpman logo was an instant hit. In collaboration, Mike’s on court accomplishments soared. He earned his fourth consecutive All-Star game appearance where he was awarded MVP, averaged 35 PPG during the season and took home his second consecutive Slam Dunk title. Furthermore, he scored Denfensive Player of the Year, league MVP and lastly, the league scoring title.
In the mist of jordan creating a legacy on the court, he took to the media to further push his product. Nike, MJ and well known director/writer/actor, Spike Lee, teamed up to create one of the most revolutionary AJ commercials.
The AJ III first retroed in 1994 with ‘Nike Air’ on the heel for the last time. In 2001, JB brought the shoe back featuring the Jumpman logo on the heel in 4 color ways, 3 of which were original.
Jordan and Mars Blackmon (Spike Lee) helped make the AJ III one of the most sought after, popular shoes of the entire Jordan series to date.
Look out for the next retro, the ‘Infrared23’, hitting stores on March 8th.