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The idea behind the new blog, according to a senior Jordan Brand digital executive, is to centralize the conversation around a product that today is worn by rappers and athletes alike, a shoe that's donned for performance or simply for fashion, a brand that makes waves with both retro and new releases, and one that's carved its own unique legacy in both the sports and style worlds.
The Air Jordan XXXI represents a balance of Jordan Brand’s tradition of game-changing performance and its transcendent style: lightweight support for the world’s highest-flying athletes, including Russell Westbrook, and rich material details that exude an off-court sensibility. The shoe’s first-of-its-kind Flyweave and leather upper incorporates a number of iconic Jordan elements, reintroducing the original Air Jordan “Wings” logo and a subtle Swoosh — not seen on a Jordan shoe since the Air Jordan I and the first time it has appeared alongside a Jumpman logo. And in its launch colorway the Air Jordan XXXI pays homage to the “banned” story.
“I think the spirit these shoes represent is a feeling of defiance. You know, you see the poster of MJ dunking with his gold chain, up in the air forever and defying gravity, wearing the Air Jordan I; you just can't stop looking at that poster," says Jordan Senior Designer Tate Kuerbis. "I think recreating and getting that feeling into a new game shoe is challenging, but it's one of the things we wanted to do — instill this almost magical quality."
Informed by Jordan himself, the Air Jordan XXXI also follows on a tradition of low-profile cushioning. “He needed to feel closer to the floor — that was his thing,” recalls White of the origin of Jordan’s desire for low-to-the-ground sole units. As such, the Air Jordan XXXI features FlightSpeed technology with full-length Zoom Air that enhances court feel, responsiveness and lateral support. “We really wanted to focus on propulsion in the forefoot, so when you're coming down you're engaging the FlightSpeed with the Zoom Air bag,” notes Kuerbis. “With the Air Jordan XXXI, we celebrate the risks and rewards of Michael’s career and look forward to a future of continued innovation,” says Larry Miller. “The Jordan Brand story is a testament to Michael’s enduring cultural capital and undeniable performance legacy.”
masterenApr 20 2017