Jordan Brand’s 166 Flatbush pop-up celebrates the brand’s off-court laser story
February 09, 2015
Ten years ago, Jordan Brand introduced the Air Jordan XX. Like the Air Jordan shoes that preceded and have followed it, the XX pushed the envelope in performance and style. While features like Independent Podular Suspension pushed the shoe's playability to a new level, its design also turned heads with its laser-etched graphic and ankle-strap upper, previously unseen in Jordan performance footwear models.
When the Jordan Brand team sought inspiration for this year’s All-Star Weekend product, the pearl — the gift commonly given to mark a 30th anniversary — and laser designs jumped out as inspiration to celebrate the milestone.
Jordan Brand will launch a three-shoe Laser Pack during NBA All-Star Weekend, paying homage to classic shoe silhouettes and timeless Michael Jordan moments. The Laser Pack includes the Air Jordan I, Air Jordan IV and Air Jordan XX. Each shoe features matching pearl-inspired coloring, laser-print uppers, icy outsoles and reflective details, paying tribute not only to the original laser products, but also the 30th anniversary the Jordan Brand will celebrate in New York City.
AIR JORDAN XX LASER
In 2004, Nike designer Tinker Hatfield had asked Jordan for new insights into his career and achievements, but Jordan kept coming up empty. One day, he told Hatfield, “I’m ready to talk,” and talk he did. The memories, stories, anecdotes and achievements flowed, inspiring Hatfield and fellow designer Mark Smith to create symbols that represented all of the moments that mattered to Jordan. Finding inspiration from cycling shoes and motorcycle tires, Hatfield created a shoe to celebrate the first 20 years of the Air Jordan franchise: the Air Jordan XX.
Ten years later, this timeless model returns with laser-etched lace covers and a laser aesthetic. Flush with an ankle strap and collar, the Air Jordan XX adds futuristic appeal to the collection while maintaining a historic look into the Jordan Brand’s DNA.
AIR JORDAN I LASER
Jordan Brand celebrates this seminal sneaker with a laser-engraved version, remaining faithful to its original version with remastered premium materials. The Air Jordan I Laser features white leather, laser-etched to commemorate the last three decades of Jordan and his shoes.
AIR JORDAN IV LASER
A throwback to the early- to mid-2000s, the Air Jordan IV Laser returns with a premium white upper, tonal leather overlays and intricate laser-etched touches. Reflective 3M detailing on the tongue and ice outsole bring a modern-day look to Jordan’s fourth on-court performance shoe.
GIRLS’ 30TH ANNIVERSARY AIR JORDAN I AND AIR JORDAN IV
Jordan Brand continues the Pearl Anniversary celebration with girl-sized pearl-inspired footwear to celebrate 30 years of premium-crafted product and rich culture. Mother of pearl finishes, gradient color and a mix of textures and materials symbolize the beauty and elegance of a gift that takes years to perfect.
AIR JORDAN I
Commemorating Jordan’s first year on the professional hardwood, the Air Jordan I includes premium leather and a teal collar liner. An iridescent Air Jordan logo boasts pearl-inspired colors and a contrasting camel-colored upper.
AIR JORDAN IV
Originally taking the world by storm in 1989, the Air Jordan IV is back and transformed into an iridescent and metallic silhouette for the female Jordan Brand fan. Featuring an upper full of shine and luster, the Air Jordan IV Laser draws inspiration from the pearl in both color and materials.
166 FLATBUSH RETAIL POP-UP STORE IN BROOKLYN
When the Jordan Brand started its design of the ultimate pop-up sneaker boutique, it drew inspiration from the All-Star Laser Pack. Celebrating the Air Jordan Laser story and iconic Jordan moments, the 166 Flatbush pop-up store pays homage to the brand’s last 30 years through a Brooklyn perspective. Featuring a hand-painted floor and displays of rare, iconic and historic sneakers, the store will host numerous shoe launches and consumer customization stations throughout All-Star Weekend. Historic Jordan Brand pins, featuring AJ I silhouettes and iconic branded logos, will also be available at 166 Flatbush throughout the weekend.
166 Flatbush is open to the public 8am-9pm Friday, February 13th, through Monday, Feb. 16.
To ensure Jordan Brand fans are in the know and have access to all the best experiences, the brand has created a mobile website featuring exclusive content, access and more. Fans on the ground in New York can visit the Jordan Brand All-Star mobile site at Jordan.com/ASWNYC.