Described as a “unique synthesis of Jordan’s evolution as a player and a design collaborator” the Jordan XXX was officially unveiled today. Having witnessed the release of 30 models with 30 evolutionary marketing campaigns and 30 years of evolutionary technology is something special to see. Many have already taken to the message boards and social media to voice their opinions regarding how bad or how good the Jordan XXX looks. Is it what we envisioned as the future of the shoe back in 1985? Maybe, maybe not.
Jordan Brand went the same midsole of the XX9 with a new outsole (something a lot of people felt was lazy) but Tinker was quoted as saying “the FlightSpeed architecture of the Air Jordan XX9, is probably the best performing Jordan chassis we’d ever done.’ They drew a new traction system inspired by the Jordan quote: “Excellence is never second place,” which has been rendered in 3D to serve the needs of athletes, like Russell Westbrook.
Then there is what is a little more noticeably different, the upper. The “XXX” signifying 30, was transformed into a basketball net. The stars symbolize “the athlete’s otherworldly talents and planets orbiting the Jordan universe took on surfaces — elephant print or carbon fiber — related to innovations initiated by past Jordan models.” Elaborating on his drawing, Hatfield described the Jordan narrative and formed the story of the Air Jordan XXX that references a timeless lineage with an eye towards the future.
“It’s about putting the right characteristic in the right place. The woven upper provides “strength,” he explains, “and makes good sense for the body of the shoe, because you can bring in strength and graphic elements that are actually woven right in.” At the ankle and through the interior, knit offers “softness and breathability.” No doubt the design of the Jordan XXX is bang up to date.
In the end the Jordan XXX is a very attractive looking shoe and more than likely one of the best on the market for performance. They utilize the best materials offered on the market in combination with the best technology and design by arguably the greatest footwear designer of all time. Are they not quite as futuristic as what you expected? The fact that they still feature laces throwing you off? Make sure to vote below on your feelings regarding the Jordan XXX!
