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The Evolution Of Jordans. Essay

1875 words - 8 pages

In 1984, Nike signed Chicago Bulls 3rd draft pick, Michael Jordan to a 5 year endorsement contract. This was shortly after Jordan won a National Title at the University of North Carolina and a Gold Medal at the Olympics in Los Angeles. Jordan being so young, many doubted he could handle a big contract like the one had taken on. He had never worked in marketing commodity, but Michael proved every critic wrong.
Nike gave Jordan’s line of shoes their own logo, which was never done before in any of Nike’s basketball efforts. The first released Jordans, the Air Jordans I, was designed by Peter Moore. This shoe included the famous Nike swoosh. The Air Jordan I was design looked familiar to many ...view middle of the document...

The Air Jordan II didn't see the court much, due to Michael’s injuries; it still placed in sneaker culture as the first "luxury basketball sneaker”. Michael Jordan won his first NBA slam dunk title while wearing the Air Jordan II. Jordan’s famous dunk pose changed his shoe line forever.
The Air Jordan III designed by Tinker Hatfield. Tinker Hatfield, definitely notched up the design of Jordans, giving it a more created look. Tinker Hatfield, changed Jordans forever by discontinuing the Air Jordan "wings" logo and replacing it with the Jumpman logo on the tongue of the shoe. This was the first mid cut shoe to ever be seen in the basketball world. The Air Jordan III was the first to include a visible air unit to make players feel like they were literally “walking on air”. Definitely the Air Jordan III had an upgrade in materials used. The leather used on the upper of the shoe was full-grain tumbled leather and was made to feel broken in so the shoe wouldn’t have a stiff feel. The Air Jordan III continued the advancement of the footwear industry. The Air Jordan III is one of the most popular, in-demand Air Jordans ever released and continues to sell out every re-release.
Tinker Hatfield designed yet another amazing shoe with the Air Jordan IV. He created the most comfortable shoe, and most loved. This shoe included the Jumpman logo, but this time included “Flight” above it. The Air Jordan IV had the same mid cut as the Air Jordan III. A lot of things from the Air Jordan III remained, like the visible air unit, and the padded tongue. There were still a lot of upgrades though, like the nubuck material. The nubuck material was first ever released into the sneaker world with the Air Jordan IV. The Air Jordan IV introduced a lot of new things, for example this shoe had plastic featured on numerous places. This shoe created a lot of new released Jordan Commercials. The Air Jordan IV is the most collected shoe out of all of the Air Jordans. Ten years after the Air Jordan IV original release, Nike retroed the Air Jordan IV in 1999; it sold out immediately.
By no surprise, the Air Jordan V was also designed by Tinker Hatfield. He included a lot of changes with this shoe. The cut of the shoe was higher than the two Air Jordans previously designed. The sculpted midsole stayed with the V, but the new and extremely attractive design of the Air Jordan V was inspired by a World War II fight plane. The visible air unit still carried on throughout the transition of the shoes. The outsole of the V included a translucent thin rubber. Every Air Jordan V had an “Air Jordan” patch stitched on the inside of the tongue, which has never been done on any basketball shoe. Another first was the Grape Purple /Emerald colorway, which would be eventually called “Grape V”. The heel had a "NIKE AIR" logo with a Swoosh underneath stitched on it.
Designer Tinker Hatfield designed the sixth shoe in the Air Jordan line. The sculpted midsole, visible air and translucent outsole...

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