Jordan Brand spared no expense when they unveiled the Air Jordan XXX in Chicago Thursday, and Eastbay was on the scene to take it all in. Jordan Brand held the invite-only unveiling at the Adler Planetarium, nestled in-between Soldier Field and Lake Michigan. Once in the atrium, we made our way through a long hallway that was decked out with a multisensory experience built exclusively for the ultimate Jordan devotee. Light shows. Projectors airing MJ highlights. Drake on blast. Then the experience brought us to the Jordan chronicle; Air Jordan 1 through 30 on display, each in their own clear bubble. The venerated lineage of Jordan DNA was on full display. Just as the predecessors, the Air Jordan XXX is supremely impressive.
The toe box features synthetic mesh, double woven with premium materials for a strong, durable, and tightly knit protective barrier. It’s exactly the type of innovation you would expect from legendary shoe craftsmen Tinker Hatfield and Mark Smith. The duo took the midsole from the Air Jordan XX9 (because why mess with perfection?) and adorned the outsole with the Air Jordan XXX markings and translucent rubber. The protective cage for the heel is shaped like a net, formed by the roman numerals XXX. During his talk, Tinker confided that the upper “was all MJ.” Jordan asked that the lace length be shortened to make room for a comfortable knit upper. The shoe’s tongue shows North America from space, reminding wearers to shoot for the stars.
Altogether, the shoe is comfortable, durable, breathable, lightweight, and provides protection. Much like the superstar who dons it, Russell Westbrook, and the superstar that inspired it, Michael Jordan, the shoe is representative of the athletes themselves. Both can rebound over anyone, get to the rack at will, pass with precision, protect the hoop, break any defender’s ankles, take the last shot, and make it too.
Born by Jordan, worn by Westbrook, the Air Jordan XXX drops early February.