Styled Fashion World

In the mid 1980’s, Nike released a detailed range of casual footwear with the sports market firmly in mind to give something back to a market that had always offered support to the popular brand.
During this period, the company negotiated a deal with one of the biggest basketball stars of that era, Michael Jordan. Jordan had approached Nike with the idea of producing a range of footwear in his name that could also carry his endorsement.
Nike, in their wisdom, immediately agreed and the range became a worldwide hit that was to see countless fashionable designs released over the following 20 years. Even the retirement of Michael Jordan couldn’t stem the flow of sales and the brand remained as popular as ever.
Two features that epitomised the brand were the unique design and the logos used. The first release of Air Jordan footwear sported the famous winged basketball that would remain on the next three styles that became available.
When the fourth release of Air Jordan sneakers came, the winged basketball was replaced by the ‘Jumpman’ logo which appeared on the tongue, side or sole of the shoe.
One of the most unique features in Air Jordan footwear is the air technology used to provide a cushioned sole reflex. In later designs, the technology was made more visible and a pump was installed into the tongue of the shoes so the wearer could alter the firmness of the sole to provide total comfort.
(more…)