So, we know that the sneaker industry became what it is today thanks to Air Jordans. The Air Jordan 1 was the shoe that started it all, we also know that. However, another silhouette left a significant impact on the culture too. It introduced innovative twists and designs to the world of performance shoes. That silhouette is none other than the Air Jordan 3. From new patterns to a whole new logo and branding, the AJ3 solidified MJ as an icon on and off the court. So, let’s dive into the history of the silhouette and how it became the icon that it is today!
Air Jordan 3 – The Design That Saved a Brand!
In a way, the Air Jordan 3 was the sneaker that saved the Jordan x Nike deal. You see, after the Air Jordan 2, Michael Jordan’s relationship with Nike was kinda rocky. He didn’t like the second silhouette, which unironically still reflects on its popularity today. In fact, he reverted to wearing the Nike Air Alpha Force 88 during the 1987-88 NBA season. And in a way, this silhouette was the saving grace during the partnership’s hard time.
But then, something great happened, and one of Nike’s iconic designers stepped up to save the day. After his success with the Air Max line and more, he got the hard task of designing the next Air Jordan. Mind you, it had to be very special to get into MJ’s good graces. In addition to that, Nike was already late on the production schedule because Peter Moore and Rob Strasser left to start their own brand. Oh, and they tried to recruit MJ, which was also a sign for Nike to get it together.
The Making of the Jordan 3
Now, Tinker Hatfield took a very interesting approach and asked the star what he wanted from his shoe. Jordan said he wanted a lower-cut shoe, that breaks in easily, but also looks sophisticated. Naturally, Hatfield took all that into consideration and got to doing what he does best: designing. And finally, when the day to reveal the prototype came, MJ loved it, and the rest was history.
You see, the design was groundbreaking. The whole upper was new and featured the iconic elephant print on the mudguard. We also got a visible Air unit, which kinda is Tinker Hatfield’s signature design element at that point. Last but not least, Hatfield was inspired by MJ’s 1984 photoshoot and created what we know today as the Jumpman. This became the official logo of Jordan Brand and is one of the most known logos in the world.
Air Jordan 3 OG Colorways
The Marketing
With Michael’s popularity, it was enough for him to step out in the Air Jordan 3, and everyone would want one. So, when he did do it for the first time during the 1988 All-Star game, crowds went crazy. But then, Nike went out of its way to promote these babies with one of the most memorable commercials. You see, they recruited Spike Lee and Jordan himself for the ads. And to this day, everybody remembers the punchline “Do you know? Do you know? Do you know?”
Where Does the Air Jordan 3 Stand Today?
Although 36 silhouettes followed these babies, the Jordan 3 remains one of the all-time favorites for many. The silhouette is timeless and has become a cornerstone of lifestyle sneakers. Luckily for sneakerheads around the world, Jordan Brand keeps giving us new colorways every season. Some non-OG colorways are solid grails today, like the Doernbecher AJ3, DJ Khaled 3s, and many more.
However, we cannot deny the appeal of the OG colorways, and the brand understands that. That’s why every couple of years, they bring back one of the 4 OGs from the archives. And this year is no exception because the Air Jordan 3 Black Cement will make a comeback! If you wanna know more about this release, other hot drops, and how to get them, make sure to check out our blog. Godspeed!
