The Jordan name, from long time favorite footwear models, to iconic, on-court, MJ moments, has been synonymous with ‘classic’ for so long, that it’s easy to forget that breaking the ‘classic’ mold is what catapulted Michael Jordan the player, and Jordan, the sneakers, into the forefront of cultural consciousness. Michael Jordan performed physical feats that almost seemed like they couldn’t be possible. Jordan’s signature footwear, the launching pad for the modern day Jordan sportswear empire, matched this sense of the never before seen with bold, innovative, rule breaking designs.
Air Jordan’s performance sportswear days didn’t end with MJ’s active playing career though. The iconic Jumpman mark has not only remained a constant fixture on the basketball court, but has expanded to other sports.
The new 23 Engineered collection melds the Jordan that is still very much a dynamic, performance based aesthetic of modern Jordan with the timelessness of casual sportswear represented by heritage Jordan pieces. The result of, in the brand’s own words, “obsessing over fit, form, and function,” 23 Engineered apparel is, appropriately enough, engineered to fulfill a specific need, whether it be lightweight warmth, transitional layering, or cooling breathability.
This forward thinking, performance inclined thought process is reflected aesthetically as well; the signature bold branding and graphics of the Jordan brand are expressed in contemporary terms, as modernist text with a decidedly utilitarian bent, and a pared back, black and white palette that departs from the traditional Chicago based black and red, emphasize the functional versatility. The past and present encompassing finished products represent the next step in Air Jordan’s expression of basketball culture.