From its inception, Jordan Brand has embodied the values of its legendary namesake. The distinctive Jumpman logo has become a staple in the lives of athletes who wish to channel their own inner champion. The symbol carries weight throughout the entire sports world and extends well beyond the basketball court.
In recent years, Jordan Brand’s consumer research revealed that girls often outgrow the grade school shoe offerings around the age of 12, which means young girls were struggling to find Jordan Brand products that fit their style and size. Beginning in January, that will no longer be the case, as select grade school offerings will be available in sizes extending up to a U.S. 9.5Y.
Air Jordan IV, Spring 2015
Air Jordan VII, Spring 2015
Since the first Air Jordan hit the hardwood in the mid-1980s, it has been a fixture in the style world, both on and off the court. As the brand continues to grow, it continues to listen to consumers, and works to ensure that fans of the brand can find a style that fits their personality and size.
“We kept hearing feedback that, despite the desire for it, girls couldn’t fit into our products. 12-year-olds would find a grade school version of a shoe they liked, only to find out they were already two sizes too big,” said David Schechter, VP of Footwear for Jordan Brand.
Shoe manufacturers have tracked the growth of Americans’ feet for years. According to the National Shoe Retailers Association, Americans’ feet have grown significantly during the past century, and have increased by an average of a full shoe size in just the past 30 years. Girls’ feet specifically have demonstrated a distinct growth trend of reaching their top shoe size sooner than boys’ feet. A recent study conducted by the National Institutes of Health found that more girls are experiencing their peak shoe size by the age of 12.
The Jordan Brand design team decided that one offering couldn’t be expected to work for everyone’s style. After conducting further market research, the team concluded that male-focused colorways weren’t aligned with girls' preferences. Enter new consumer-tailored styles and colorways to coincide with the men’s release line-up.
“It’s always important for us at Jordan Brand to deepen our connection with consumers,” Schechter said. “By extending our grade school sizing, we can better accommodate girls who love the brand, but want to stay in styles and colors that represent who they are."
Bold and bright colors of classic Air Jordan silhouettes, as well as new styles, will be included in the extended product line. The first releases include a black and fuchsia flash colorway of the Air Jordan IV and a black Jordan Future with vivid accents on the midsole. Additional spring releases will include several vibrant colorways of Air Jordan I and Air Jordan VII to complement the rest of the Jordan Brand product line-up.
Air Jordan I, Spring 2015
Air Jordan Future, Spring 2015