Inclusive of the Jordan Proto-Max 720, Jordan Proto-React and Jordan Apex React, Jordan Brand's Modern collection advances the Flight Utility design ethos of the Jordan 33 to lifestyle footwear.
"Similar to how we're approaching the Jordan game shoe, we want to blend our design aesthetic with leading-edge NIKE, Inc., innovation when designing lifestyle silhouettes," says David Creech, VP of Design for Jordan Brand. "Off-court comfort is paramount, so the benefit of Air Max 720 and React cushioning is clear."
Both the Jordan Proto-Max 720 and Jordan Proto-React deliver on this desire. In each, a cutting-edge cushioning platform marries with Jordan Brand's aeronautical-inspired design language to form a fresh perspective on the notion of flight.
"We want to blend our design aesthetic with leading-edge NIKE, Inc., innovation when designing lifestyle silhouettes."
The structure of the shoes is also critical — evidence of how investigation of new manufacturing methods evolves form. "Jordan Brand's future aesthetic is born from careful consideration of materials and graphics. This is balanced by a studied grasp on technology. Our intent is to showcase the best of what can be done with contemporary tools, paying respect to the brand's inherent legacy of highest-quality sportswear while always embracing progressive craft," says Creech.
The overarching methodology — one that looks not to Jordan's visual past but its ideological position in craft — assures future-forward builds that relay clarity of intent. The result is a new vision for fit and feel that brings Jordan Brand to a bold new place.
The featured Jordan Proto-Max 720, Jordan Proto-React and Jordan Apex React colorways will launch globally beginning April 1.