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Jordan Brand Unveils Air Jordan XXX

In an event held in Chicago on Thursday, Jordan Brand unveiled the Air Jordan XXX, the legendary sneaker lines 30th model. The shoe seems to be an upgraded version of the Air Jordan XX9 and though the first colorway isn’t as flashy, it looks like something that could grow on everyone with the right colors.
jordanxx

Thunder point guard and reigning All-Star Game MVP Russell Westbrook will be rocking the shoe throughout this season. The Air Jordan 30 drops on February 12 for a retail price of $200.

Check out details of the sneaker and photos below via Nike.

Jordan30

1. HEIGHT

“I remember thinking about how silhouettes are important in the world of basketball, not just for performance – whether it’s a mid cut or high or low or something in-between – but as a hallmark of that year,” explains Hatfield, recalling how changing the top line of a shoe from one Jordan model to another became a standard brand practice. “We kept marveling at how we were able to keep the dimensions down and make it look slick,” says Hatfield. He also recalls that Jordan’s singular demand was to “make it look fast,” a request augmented by the “XXX” graphic that wraps the heel and extends through the forefoot.

jordanxxx

 

2. TOE

Another trademark of later Jordan silhouettes is a smooth toe piece. “Michael has always been very infatuated with the toe-down look of a shoe,” notes Hatfield. A prime example can be seen on the XI, where the patent extends up the vamp so gracefully that its protective properties appear almost as an afterthought.

jordanxxx2

3. TRACTION

Less apparent than the collar and toe, but nonetheless important, is the traction treatment. The FlightSpeed architecture of the Air Jordan XX9, Hatfield explains, is “probably the best performing Jordan chassis we’d ever done.” Still, Hatfield and Smith didn’t just serve up a new herringbone pattern on the Air Jordan XXX. Instead, 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 pinnacle athletes, like Russell Westbrook.

jordanxxx3

4. MATERIAL

Since the brand’s inception, material interplay has also been critical to the success of Jordan silhouettes. Likewise, a proprietary mix defines the upper composition of the Air Jordan XXX, which debuts an exclusive mix of woven, knit and printed materials.

jordanmaterial

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