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AIR JORDAN BRAND: MORE THAN A BRAND, A BENCHMARK
MICHAEL JORDAN, THE MOST TALENTED BASKETBALL PLAYER OF ALL TIME
Jordan, an iconic name for a legendary brand. To understand what it stands for, you first have to know the man behind it: Michael Jordan. Perhaps the best-known athlete on the planet, the man nicknamedThe G.O.A.Tis one of the most admired figures in the history of basketball, on and off the court. In 1984, at the start of what would become an extraordinary career, he signed a sponsorship deal with Nike. As it happens, the Swoosh brand was not his first choice. He had worn Converse throughout his college years, and the Chuck Taylor 70in particular, so he hoped the star brand would sign him. Judging him not promising enough, Converse turned him down. Nike then put an offer on the table, which he declined, before trying his luck with its long-standing rival: Adidas. Unconvinced by the German brand's terms, he finally accepted the offer from the brand based in Beaverton. Nike had come back with a deal the future Hall of Famer simply could not refuse: $2.5 million over five years, his own signature apparel line and royalties on every item sold — from footwear to clothing and accessories.
AIR JORDAN 1, AIR JORDAN 3, JORDAN 4: THE DEFINING SILHOUETTES
In 1985, the first silhouette of the partnership arrived: the Air Jordan 1. It was an instant commercial hit, fuelled by the controversy it caused on court. Every time MJ wore the pair in a game, he was fined 5 000$ for breaching the dress code of the NBA. Nike paid up without blinking, given how popular the banned black-and-red colourway had become — the famous “Banned”.
A second model followed a year later, but met a cooler reception, largely because its price had been pushed up by hand assembly in Italy. For the Air Jordan 3, it was Tinker Hatfield who took over the design, after the second instalment fell flat and Michael Jordan began looking elsewhere. At Nike since 1981, the footwear designer behind the Air Max 1 was handed a mission of the highest order: convince the rising star of the Chicago Bulls to stay on board. The third edition of the signature line landed in 1987, introduced the Jumpman logo along with the wordsFlight, and won everyone over on sight. Hatfield went on to draw the collection's most emblematic pairs, among them the Air Jordan 5 or even the Air Jordan 6...
The deal proved a resounding success, and took on a whole new dimension a few years later when the athlete launched his own brand within Nike in 1997. It was a landmark moment in sport, making him the highest-paid athlete in the world. This is how Air Jordan was born. More than 100 shoe models would come out of the partnership, in sizes from 36 to 49, in men's, women's and junior (GS) versions. More recently, the Jumpman brand has leaned on several flagship silhouettes to set the trends, with a growing palette of colourways for its much-loved Air Jordan 1 Mid, a string of Retro reissues of the iconic Air Jordan 1 High — from University Blue to Chicago — and countless editions of the Air Jordan 1 Low. Other silhouettes such as the Air Jordan 11 and the Air Jordan 4 have been reissued in Retro form over recent years — White Cement, Military Blue, Black Cat, Bred Black-Red — and keep gaining ground among retro sneaker fans.
OFF-WHITE, TRAVIS SCOTT, KAWS: ONE-OF-A-KIND COLLABORATIONS
Now one of the most sought-after sneaker labels, Jordan Brand, a Nike subsidiary, is never shy about reworking its models through major partnerships. Take the Air Jordan 1 Retro High made with the late Virgil Abloh and Off-White, with Dior or the one built around the film Spider-Man, a tribute to the legendary Marvel hero. That is the full firepower of the brand behindHis Airness: it backs basketball players and their teams, invests in films and artists, sets the tone for street culture and runs a partnership with PSG since 2018 — sport and fashion brought together under a single logo. And then there is the now legendary collaboration with the rapper from Houston, Travis Scott. He reworked the iconic Air Jordan 1 in several versions — Reverse Mocha, Black Phantom, and the recent Tropical Pink and Shy Pink — turning the inverted swoosh into his signature. More than a brand, Jordan has become a universal symbol: you only have to look at how present it is, from the courts to the catwalks.
BUYING YOUR AIR JORDAN AT THE BEST PRICE ON WETHENEW
On Wethenew, every Jumpman product is authenticated by our experts before it ships: every item is checked, whatever it is worth. Our customers know it — the average rating in the reviews says as much — and the aim is to make every purchase safe, from the most affordable product to the most coveted grail. On price, the whole range is covered: the Air Jordan 4 White Cement around €235, everyday Retro Lows from €175, right up to the Travis Scott collaborations trading in four figures. One tip: keep an eye on Air Jordan in the sale, where older colourways drop in price as soon as the sales open — summer and winter alike hold some fine surprises. Add express 48h delivery on a wide selection, free delivery from €230 to a pickup point, a size guide and delivery times on every product page, and a responsive customer service praised in the reviews: everything is in place to find your pair — men's, women's or junior, in Low, Mid or High — among more than 1,200 Nike Air Jordan shoes available.
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