As unbelievable as it sounds today, industry experts thought Nike was crazy for banking so hard on the yet unproven rookie. After some creative input from Jordan (the shoe had to be “different” and “exciting” and needed thinner soles to fit MJ’s playstyle) the original Air Jordan sneaker was born. Surrounded by unwavering hype, brilliant advertising, and with the most exciting American athlete alive as its spokesman, the Air Jordan – later named the “Air Jordan I” – flew off store shelves despite being priced higher than any basketball shoe that had come before it.
As for Jordan and his shoes, the rest, as they say, is history.
“Banned”
We’ve all heard the story. After appearing on MJ’s feet during games, the iconic black and red colorway of the AJ 1 was banned in professional basketball play, allegedly causing Jordan to get fined thousands of dollars per game for breaking uniform rules. Nike embraced the controversy by highlighting the “ban” in their ads.
This gave the shoe a sense of rebellious intrigue, adding to its hype and notoriety. While in reality it was actually the black and red Nike Air Ship that raised the league’s ire, this urban legend has nonetheless joined the storied history of sneakerhead lore. Since then, the AJ 1 has become synonymous with the uncompromising confidence shown by Jordan himself.
The Face of Footwear
For over 40 years, the Air Jordan 1 has had one of the cleanest and most versatile silhouettes in sneaker history. The original 13 colorways, including the much loved “Bred” and “Chicago,” hold up just as well today for their bold and brilliant use of colorblocking. Releasing in high, mid, and low models, countless colorways and collaborations have since used the AJ 1’s timeless canvas. Nike and Jordan constantly reinvent the design, transcending what it means to be “vintage.”
Alongside the Air Force 1, the Air Jordan 1 is one of the sneakers primarily responsible for the concept of “retroing” older sneakers in new colorways. Iconic Air Jordan 1 colorways like the “Frags,” “Shattered Backboard,” and the brilliantly deconstructed Off-White collab keep the most recognizable silhouette in sneaker history fresh and new. More recent collabs with Travis Scott and Dior show that Nike and Jordan have their finger on the pulse, choosing artists and collaborators on the cutting edge of fashion and culture to remix the AJ 1.
For the Culture
Sneaker culture owes much of its prominence to the Air Jordan 1. The rise of hip-hop, the MJ-led basketball boom, and the release of the first Air Jordan all combined into the perfect storm that fueled the rise of sneaker culture.
The Air Jordan 1 was uniquely situated in that it had tangible, unmistakable hype. Nike’s brilliant “Banned” ad campaign and Jordan’s complete on-court dominance transformed the Air Jordan 1 into an untouchable status symbol, becoming an item for which people lined up in droves, sometimes travelling across cities or even states for their chance at a pair. Before the AJ 1, basketball shoes had been, well, exactly that. After the Air Jordan 1, sneakers became symbols of the rise of basketball, street, and hip-hop culture.
The AJ 1 has grown from a cutting-edge basketball shoe to an enduring symbol of confidence, creativity, and greatness. Join the legacy by picking up Jordan apparel, one of your favorite retro colorways, or by keeping your eyes peeled for exciting new Jordan 1 releases.
