Jordan Brand is looking to hit the reset button, sorta. While much of its identity is tied to its retro product, the newer product and messaging is what the brand is working tirelessly on to ensure it stays relevant to future generations who view Michael Jordan as more of a historical figure rather than an immediate idol. There’s been clear emphasis on expanding Jordan’s reach, which is why you see his logos on Paris Saint-Germain football kits, the jerseys of the Michigan Wolverines, and footwear for hip-hop superstar Travis Scott.
As for Air Jordan footwear, it has the curse of being constantly compared to its predecessors. Starting with the Air Jordan 31, the Jordan creative team chose to put the onus on themselves by infusing elements of the past – specifically from the respective model thirty chapters its senior. That said, anticipation for the Air Jordan 33 has been mounting for two years simply because it was married to one of the greatest sneakers ever, and what resulted is nothing what we expected.
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