Yesterday, you may have noticed that Twitter and most of your favorite sneaker sites were inundated with information about the Air Jordan 2012. The cause was a special event held at the Teterboro Airport in New Jersey launching the newest addition to the Air Jordan legacy.
To start our day, I, and a bunch of other members of the media were loaded into SUVs and driven to the airport. As we arrive at the airport, everyone starts to get a little curious as to what exactly is about to happen. Fortunately for those with a fear of flying, there we no actual “flights”, but we did arrive at a converted Air Port hanger with the Jumpman logo on the door. Once inside, were were greeted by an Airline stewardess (who was very cute by the way) who officially checked us in for the event. Once seated, we watched several highlights reels of the man behind the Brand mixed in with highlights of Jordan Brands three signature athletes. While sitting there, I couldn’t help but think about the transition that this moment presented. Michael Jordan, arguably one of the greatest to ever play the game, no longer plays the game. However, the three new stars, Dwyane Wade, Chris Paul, and Carmelo Anthony, are all stars in their own right, and Jordan Brand is slowly shifting its focus to them.
After the video, we spent about 30 minutes with the designers of the shoe, Tom Luedecke and Tinker Hatfield. Both of the incredible designers spent about 30 minutes giving us the inspiration behind the shoes and how the process worked. Tinker took the time to explain that the shoe is influenced by the Portland Jazz scene in the 1930s, aka Jumptown. The direct influence is the famed Wingtip shoe from that ear which weighs heavily on the upper of the Air Jordan 2012. One interesting fact is that Tinker showed a few slides up on the screen, and many of them were dated back almost two years ago. As sneakerheads, we often forget how far things go back and how long it takes to bring a shoe to market.
After Tinker gave his portion of the talk, Tom Luedecke took over and starting giving us the technical info on the shoe. How the Air Jordan 2012 is the top performance shoe on the market. The integration of Flywire to keep the shoe light, and the main aspect of the shoe, the interchangeable midsoles. As Tom explained, Jordan Brand’s goal was to create a shoe that represented a premier athlete, looked great, and functioned in way that players of all sizes could play in it. The result of these goals was a three midsole system and two bootie. Labeled Fly Around, Fly Over, and Fly Through, as well as the high and low bootie, the system allows players to customize the feel of the shoe for their style of play. For those that like a low shoe with a lot of cushion, they have a legitimate option with the Air Jordan 2012. The same goes for a guy that likes a high top but has a quick game and thus like more court feel, the Air Jordan 2012 has an option.
After the session with Tom and Tinker, we were all escorted over to another area to pick up our “luggage”. The luggage in this case being the Air Jordan 2012 and some clothes to switch into so we could do some wear testing. As I like to play guard, I switched into the low bootie with the Fly Over insole. But then, the real event started as professional trainer Idan Ravin came out and officially kicked our asses. By the time we were done, all of us were dripping with sweat and ready to pass out. I now have a new level of respect for NBA players. The workout that Idan gave us was no joke. Despite the workout, I did get a good feel for the Air Jordan 2012 and can say that I walked away very impressed.
To end the day, Jordan Brand brought out about 20 different colorways of the Air Jordan 2012 as well as announced that the sneaker will be making a debut on NIKEiD on February 14. In addition to being on NIKEiD, the sneaker will have the most option ever on a NIKEiD shoe. Some members of the media were given a chance to make a pair on NIKEiD. I was busy interviewing Tinker and Tom as well as playing basketball, that I didn’t get a chance to do a pair. However, I was assured that they would let me do it from home.
As we all were loaded back up into the black SUVs and headed back home, my thoughts wandered a bit to the past and where things were going with sneakers in general. Jordan Brand is rich in history, a fact that has presented both a gift and a curse for the company. However, the brand has never stopped innovating. The modular system that launched last year with the Air Jordan 2011, was just a start. For 2012, the brand has continued the concept and taking it up a notch. The Air Jordan 2012 is the one of, if not the, most versatile performance basketball sneaker in the market. No where else will you be able to find a shoe with so many options, that is crafted with a premium mindset, and with the innovative minds of designers like Tinker and Tom.
The Air Jordan 2012 officially launched today for $223 for the Deluxe version. Those that want to hold out a little longer, you can design your own on NIKEiD on February 14, and you will be able to choose one insole and bootie. According to the Jordan Brand family, you will also be able to buy singular version of the sneaker starting in late February or early March.
