Jordan Brand unveils the 2018 All-Star Edition uniforms and highlights additional releases at its Future of Flight event in Los Angeles.
Nike is beginning to realize that the NBA’s audience is getting older and that to capture the interest the Swoosh can’t be front and center. Jordan Brand has to carry the banner and boy does Jordan Brand have the shoulders for it. Last year Nike and Jordan Brand were struggling and countless retros were sitting on the shelves. As different philosophies were discussed, Edit to Amplify was one, nothing seemed to be implemented. Nike was dumping footwear into the market every week with uninspired storytelling or no narrative at all. Just colorway after colorway of some random BS story with a random ass nothing shoe to match. Nike was on life support. Something funny happened on the way to the morgue though. Nike finished focsuing on the infrastructure of COD/DTC and changed back to what they do best. They began to market and tell stories again. Now that the brand has the NBA, the NBA can begin to reconnect the glory days to the future via the 30th Anniversary of Jordan’s iconic Slam Dunk performance of 88. That reconnection can happen now via YouTube. The younger generation can consume the NBA in the chunks that they do and the older generation gets to collect a classic from the Jumpman on the biggest weekend in basketball. There is so much being delivered from the brand that you have to click through and look at all of the pictures.
Here are a few pics; there is something for the young and the old heads, men and women. The brand is dropping 4 different Retro 3s, the Season of Her, and a XXX2 Low that celebrates the Dunk in the 3s. Talk about an amazing build up to All Star Weekend. Every other brand should be worried, or they should be in the lab trying to be Nike in 84. If you understand that reference you know what should be happening in Los Angeles right now by adidas, Under Armour or some brand looking to control the narrative as much as they can. Because once February hits, it will be hard to hear anything except Nike and Jordan Brand squeaking across the land. Nike is dropping a Tinker sketch 3… and this Why Not Zer0.1 City Edition for Westbrook could be the best Jordan Brand shoe to drop in the last 15 years.