Jordan Brand Introduces the Air Jordan XXX

The Air Jordan XXX has officially been unveiled. Can you believe it's been just over 30 years since Michael Jordan donned his debut signature sneaker, the Air Jordan I?

A lot has changed since that original high-top silhouette was introduced to the world. Jordan Brand as an entity has gone out and altered the way we look at and think about basketball shoes thanks to those sweet, creative vibes that innovators like Peter Moore, Mark Smith and Tinker Hatfield have brought to the table.

Image via Nike/Jordan Brand

Melding casual wear without losing focus in the performance department, each and every one of these kicks has helped turn the Air Jordan line into a perennial powerhouse.

Now, without apologies, the company has gone out and introduced the coveted Air Jordan XXX—the latest release to come with the Jumpman moniker attached to the shoe.

The Air Jordan XXX starts and finishes with a performance-driven, woven upper. This is a natural continuation for the brand, considering the XX9 was such a home run in terms of wearability. With the XXX, you get a shoe that's even lighter than its predecessor, and who doesn't love that?

Image via Nike/Jordan Brand

To go along with that avenue of thinking, it's important to note that the XXX is coming out at a time when mesh-based and woven kicks are making a heavy impact. Take the Adidas Ultra Boost for example. That shoe—among others—has taken the industry by storm.

Another critical element basketball players will love when it comes to this shoe is that the Air Jordan XXX will feature a FlightSpeed-based midsole. For those unfamiliar, that technology provides an extra coat of responsiveness and cushioning that can actually be felt when you're moving around.

Image via Nike/Jordan Brand

The FlightSpeed-based midsole isn't just another randomly named piece of technology consumers will get confused about. It actually matters.

Combine all of that with an updated traction system, and what you have is a sneaker that is well prepared to shatter expectations.

Image via Nike/Jordan Brand

Those who wanted Jordan Brand to make a return toward "older" silhouettes could be disappointed by this release. But the point of advancing sneaker culture isn't focusing on what has worked—we have retro releases for that. It's about building and crafting the future. Jordan Brand is a company that strives to give athletes everywhere the very best product.

Image via Nike/Jordan Brand

Conversing about the shoe's aesthetics, the Air Jordan XXX clearly was focused on adding futuristic elements. It builds on the basic look of the XX9, enhancing various areas using complex woven patterns. Anyone with an athletic-driven state of mind will appreciate the pure, unfiltered craftsmanship Hatfield and Smith put forth with this sneaker.

February 12 is when retailers will be able to sell the Air Jordan XXX. And in terms of NBA athletes playing in these kicks, look out for Oklahoma City Thunder guard—and Jordan Brand advocate—Russell Westbrook to be the first.

Image via Nike/Jordan

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