Introducing Air Jordan XXX: 30 Years of Evolution
The Nike Air Jordan XXX was three decades in the making. Tinker Hatfield, Mark Smith and the entire design team drew inspiration for this landmark shoe from the impact Michael Jordan had on the game of basketball and the indelible mark he made on global culture. The AJ XXX may be a performance basketball shoe, but it's most noteworthy as a testament to the Jordan Brand's influence and how Air Jordan has shaped and reshaped the sneaker industry.
The Air Jordan 30's Uniquely Modified Design
The AJ XXX was released in 2016 at a retail price of $200. Unlike other shoes in the Jordan catalog with more tangible design origins, Tinker Hatfield described Michael Jordan's "otherworldly" talent as the inspiration for the Jordan 30, noting it provided a "rich and interesting storyline" for the shoe. This storyline resulted in a number of unique modifications:
- The performance woven upper from the AJ XX9 was combined with Flyknit to produce a better canvas for colors, graphics and storytelling
- The Jumpman logo on the tongues were replaced by maps of North America on the left and Africa on the right
- In a nod to MJ's college days, the UNC colorway features a Tar Heel Blue heel wrap
- The Jumpman logo on the toe box is printed with the illusion of depth to give it dimension and a sense of motion when viewed from different angles
- The "XXX" design resembles a basketball net as it wraps around the heel and appears as part of the traction pattern on the translucent outsole, a design element also featured on the box
Proven Construction Gets a Performance Upgrade
The Air Jordan 29's technical aspects were proven performers, so when designing the Jordan 30, Hatfield and crew made minor enhancements to its predecessor rather than going back to the drawing board. These upgrades included:
- The Jacquard upper is thinner and less structured than the performance-woven upper on the XX9 but still provides a similar sock-like fit.
Note on care: The fabric is durable and easy to maintain. Simply remove loose dirt with a soft cloth or brush and use diluted dish soap or sneaker cleaner to remove any surface stains. - Flight Web tunnels connect with the lacing system for secure lockdown and a near-customized fit.
Note on fit: The XXX runs a little narrow on the forefoot, but unless the wearer has extremely wide feet, it runs true to size. - The XX9's Flight Plate has been renamed Flight Speed on the XXX. Flight Speed technology enhances the power of the unlocked Zoom Air unit. While the structure remains the same, the XXX's materials have been updated for greater resiliency, better performance and supreme comfort.
- The TPU cage that surrounded the entire midsole on the XX9 was modified, so the plastic only surrounds the forefoot on the XXX for a smoother heel-to-toe transition.
- Achilles cutouts inside the heel and rubberized grip points integrate with the asymmetrical lofted knit collar to create exceptional stability.
- The outsole's new traction pattern provides an outstanding grip on clean surfaces. It's common for translucent outsoles to slip on dusty or dirty floors. While this sole's purpose is to protect against toe drag, wear-testers report that rubbing the dirty sole on the plastic toe cap is an effective way to restore traction on the fly.
Color Gradients Set the Air Jordan 30 Apart
Early in the design process, Michael Jordan instructed the design team that the silhouettes should "look fast." The team fulfilled his vision with five OG XXX colorways:
Cosmos Quai 54
This black and white version puts the Jacquard upper's creative possibilities on full display with a galaxy pattern and bright stars that connote MJ's otherworldly talents.
Gym Red
A Chicago Bulls-inspired silhouette in gym red and black features an eye-catching gradient on the upper and an icy outsole.
UNC
The white, black and university blue colors of the Tar Heels create a showstopping look.
Wolf Grey
A white-based upper with grey and black gradients commands style sneakerheads can't wait to sink their teeth into.
Black Cat
This monochromatic option mixes black and anthracite on the upper anchored by an icy outsole for a sleek, refined package.
The Jordan 30 also produced many Player Exclusives for Russell Westbrook and Frank Kaminsky, as well as several colleges and universities.
The Cultural Impact of the Jordan XXX
The AJ XXX (30) celebrates Air Jordan's impressive lineage and Michael Jordan's impact on the sneaker world. No other superstar has captured the attention of fans and collectors quite like Jordan. His immense appeal has launched a brand that elevates a performance sneaker's status and value—establishing the perception that, "It's got to be the shoes."
With the legacy in mind, sneakerheads expected the AJ XXX to be revolutionary. The result was more evolutionary—it represents thirty years of innovation, performance and style and is embraced by ravenous fans from all walks of life. Perhaps more than any other sneaker in the Jordan line, the Air Jordan 30 is proof that it's really about the shoe and how it makes the wearer feel.
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