Thursday, November 12th, 2009 at 11:52 am  |  51 responses

The REAL New Air Jordans are Here

Dwyane Wade is proud to introduce…

by Ben Osborneairjordan2010

Greetings from Miami, where I’m honored to be part of the “Editor’s Preview” of the Air Jordan 2010, the 25th edition of the industry’s most storied line.

There was lots of buzz last week about this shoe, including some pics we linked to, but—thankfully, in my opinion—those turned out to be off. The main feature in this new shoe is a transparent circle in the middle, which looks pretty fresh. Considering the big beef with the other version posted was the big logo, which no doesn’t exist, my guess is that JordanHeads will be pleased.

As exciting as the new shoe is the announcement that Dwyane Wade, who jumped from Converse to Jordan over the summer, will be wearing the shoes on-court this season (February 13th is expected to be his first game in the 010s). Since fellow Jordan Brand NBAers Carmelo Anthony and Chris Paul get their own shoes under the Jordan umbrella, and since Mike obviously isn’t wearing his eponymous joints in games anymore, it makes perfect sense to me to put one of the game’s greatest and most exciting players in the shoes.

Overall, Jordan Brand is announcing and showcasing this news in a high-class way, as usual. As our man Russ Bengtson has been detailing on Twitter, Jordan Brand flew a bunch of journalists from around the country (and the world—SLAM China is in the house!) down to Miami yesterday.

After we arrived we were taken on a luxury yacht—decorated with pillows marked with the Jumpman logo—around Miami. After that sweet opening, a bus took us all to The Temple House, the “largest single family home in South Beach.”

We took our seats and then Jordan’s legendary designer Tinker Hatfield took over. He chatted with his colleague, Mark Smith, and then brought Michael himself up on stage. Michael excitedly unveiled the shoe, then brought Dwyane out to speak as well and do a little q+a with the assembled media.

We weren’t allowed to take photos, but it was a good-looking, fast-moving event that definitely honored a shoe of this magnitude. And Jordan did release this pic of their big tandem…

mjwadeI’ll do a nice write-up on the entire event—which also included a trip to Norland HS this morning where Jordan Brand donated $10,000 and the Cav-Heat game tonight—in SLAM 135, but here are some key soundbites I jotted down last night:

Tinker: “These are versatile shoes that can be worn all over the court.”

Smith: “We’re very excited about the fit.”

Wade: “I’m excited. Michael keeps telling me he wants to see this shoe in the air, not on the ground.”

MJ: “The window doesn’t take away from the performance. We want to be trendy, we want to be stylish, but we still want to be a high-performing basketball shoe.”

MJ: “Sometimes you have to pass the torch, and Dwyane is a great fit. Him being from Chicago, already won a championship, great work ethic…” BUT, MJ being MJ… “He is wearing my shoes. I’m not wearing his.”

MJ: “We can make better use of him. Sorry, Converse.”

After the q+a’s, Mike and Dwyane bounced while Jordan execs and the invited press went upstairs and enjoyed dinner and drinks.

Back at the hotel, as the Suns-Hornets blowout was putting me to sleep, Jordan Brand sent out the official press release about the shoe and Dwyane’s role as the first player to wear it. Here it is…

November 11, 2009 – Today, Jordan Brand, a division of NIKE, Inc., announced the upcoming launch of its 25th anniversary AIR JORDAN 2010 shoe. Celebrating a quarter-century of innovative design and genre-inspiring style, Jordan Brand created the AIR JORDAN 2010 to pay respect to the legacy of Michael Jordan in basketball while passing on the heritage of the sport to the talented Team Jordan athletes, such as Dwyane Wade, who will be the first to debut the AIR JORDAN 2010.

“The celebration of the AIR JORDAN 2010 and our 25th anniversary are the pinnacle of a year full of milestones for me,” said Michael Jordan.  “With each shoe, consumers have pushed me to take the next AIR JORDAN beyond their wildest imagination. The AIR JORDAN 2010 marks the future of Jordan Brand and proves there are no limits to what this Brand is capable of creating.”

Acclaimed shoe designers Tinker Hatfield, Vice President of Special Projects/Design for NIKE and Mark Smith, Creative Director for Jordan Brand, collaborated with Michael Jordan on the AIR JORDAN 2010, taking the literal interpretation of Jordan’s ability to see through his opponents by creating the Brand’s first see-through performance basketball shoe featuring a unique transparent thermoplastic urethane (TPU) window.

“The AIR JORDAN 2010 pays homage to Jordan’s ability to know his opponents next move while only giving hints of his ability and allowing the players to only see what he wanted them to see on the court,” said Tinker Hatfield. “His keen instinct for anticipating his challengers’ next move and disguising his own techniques are just a few of the attributes that led to him being named the greatest basketball player ever to play the game.”

To assist all basketball players’ game while wearing the shoe, Hatfield and Smith also designed the AIR JORDAN 2010 with a revolutionary new concept to performance basketball footwear – a layered toe construction that has an independent forefoot support cover. This innovative design technique allows the AIR JORDAN 2010 to mimic an actual foot’s flexibility and movement without being restricted by the shoe’s structures, assisting in a player’s ability to be more agile in the game.

Since 1984 when Jordan wore the first AIR JORDAN sneaker, AIR JORDAN has become one of the world’s most recognizable franchises known for its signature Jumpman logo, innovative performance technology and fashion-forward style memorializing the sneakers into popular culture history. Jordan Brand has adapted the AIR JORDAN to the changing fashion landscape in its 25 years, utilizing the importance of green technology by making the AIR JORDAN XX3, AIR JORDAN 2009 and now the AIR JORDAN 2010 under Nike’s Considered Design ethos of combining sustainability with performance and innovation.

Jordan Brand launches the AIR JORDAN 2010 nationwide on Saturday, February 13, 2010 for a suggested retail price of $170. Retailer information can be found at www.Jumpman23.com.

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  • http://allanzuss@yahoo.com Mendel

    that empty circle is eff’ed up

  • http://allanzuss@yahoo.com Mendel

    that empty circle is eff’ed up

  • Sporting-Lisbon-Blazers

    first: now put someone in a poster Flash! not feeling the kicks a lot though theyre obviously nice.

  • http://www.hoopsvibe.com/nba/overdribbling/index276.html chiqo


  • http://www.slamonline.com/online/category/blogs/san-dova-speak-easy/ San Dova

    D@mn it, Ben. D@mn. Down in Miami with the kicks (shaking head)…

  • http://www.eric32woodyard.wordpress.com Eric Woodyard

    I can’t wait to see D-Wade get his own shoes! Him with MJ is a good look tho

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  • http://slamonline.com Ben Osborne

    But Eric, I don’t think he is going to get his own shoe, and to me that makes even more sense. He will now be the face of the primary Jordan line.

  • mike


  • http://www.shawn-kemps-offspring.blogspot.com Eboy

    Ben, are you going to be at the game tonight?

  • http://www.shawn-kemps-offspring.blogspot.com Eboy

    The Mike/Dwyane pic is too nice, btw.

  • http://slamonline.com Ben Osborne

    Yes, Eboy. You? You should have my email…

  • http://www.shawn-kemps-offspring.blogspot.com Eboy

    I do and I will if I make it….I’ve been fighting the flu for a week, so my in-person Heat plans have been on hold for a minute.


    Glad to see that they’ve lowered the price point. Last years joints were 190, and as seen by how quickly they went on sale, that was too much. A 20 dollar difference might not seem like much but at least that keeps them under 200 ( considering sales tax) which if nothing else is a psychological win-win.

  • boy sanchez

    Wade in AJ 2010? Sounds fair… But I would like to see DWade get his own Jordan shoe.

  • Jntraffik

    What!! tinker back in the Game. Ahah hope you having a great time over there and appreciate keeping us updated while you there in good weather. Hope all is well, and MJ be killing me with “he is still wearing my sneaker”

  • Jntraffik

    What!! tinker back in the Game. Ahah hope you having a great time over there and appreciate keeping us updated while you there in good weather. Hope all is well, and MJ be killing me with “he is still wearing my sneaker”

  • Jntraffik

    What!! tinker back in the Game. Ahah hope you having a great time over there and appreciate keeping us updated while you there in good weather. Hope all is well, and MJ be killing me with “he is still wearing my sneaker”

  • http://www.twitter.com/Th3_R3al_Chris Th3_R3al_Chris

    Ben does know these are the same shoes, just a different colorway, right?

  • http://www.facebook.com 9Steele9


  • http://www.slamonline.com/online/category/blogs/san-dova-speak-easy/ San Dova

    Ben, it’s interesting that you said that about Wade–I think that’s a great thing for Wade, for Jordan and for the industry. I’m a little disappointed that Chris Paul didn’t end up being that face, or co-face, or Brand Jordan. From a shoe perspective, Paul’s shoes are inferior to the mainline Jordans PEs that he’s worn, so I’m always disappointed to see Paul with a new signature, lol.

    I wonder if Wade’s gonna get his own PE logo, though (a non-Converse logo).

  • BK All Day

    Not feeling them. I think that the Jordan brand has officially run out of ideas for nice shoes.

  • Tmw

    looks like something lebron would wear

  • http://slamonline.com/ niQ

    They look so ugly.

  • http://slamonline.com Ben Osborne

    Th3_R3al_Chris: The transparency wasn’t visible in those earlier pictures, and that’s the key to this shoe, for better or worse.
    San Dova: CP3 is a great player, but I don’t think he could carry the brand like Dwyane can.

  • dfrance

    I think they should make this the last “Jordan” shoe and focus on making shoes for the other athletes. I think it’s dumb for DWades sig shoe to be a Jordan. I can’t remember the last Jordan release that I thought was worth purchasing. But I doubt MJ would ever relinquish is sig line while he’s still alive.

  • http://www.slamonline.com/online/kicks/2009/11/the-real-new-jordans-are-here/ K-MAn

    ugly, aye to that difrance

  • thalilbigkahuna

    $170?! For those? I mean, they look better than in those other pics, but they don’t look worth $170. Get outta here…

  • dankNuggs

    very futuristic looking…not always a good thing

  • Teddy-the-Bear

    I think they copied Adidas with the hole in the middle. Wow.

  • Seven Duece

    has a lebron VII look about it

  • hitop

    wade better stick with the 16.5..

  • la huey

    i don’t want people to see the holes/stains i got in/on my socks

  • rmanny

    dang those r hhhhhiiiiiddddeeeeeoooouuusssss!!!!!!!!1 my goodnesss protees look betta than dem they let me down

  • tgimondays

    the converse a hittin more than these

  • dmonz

    jordan 23′s look better..
    nice look though,colors similar to Jordan /Bulls era,
    question will be on performance,Flywire should be on the next Jordans
    good choice with DWade

  • zaza pachulia


  • http://www.slamonline.com/online/category/blogs/san-dova-speak-easy/ San Dova

    Upon further thought, I agree with you in a few senses: Wade’s a 2, he wears Chicago colors, and his game is reminescent of the ’80s Jordan. In those ways, I think Wade is more appropriate, but I do really believe Chris Paul could do it with comparable results as a player (though, Chris is a little more quiet/humble than either Wade or Jordan, which might not project as well with selling the Jumpman).

  • http://www.manutd.com Z

    I don’t know… I kinda feel like Wade should have his own brand. I can’t picture Kobe or LeBron ever accepting to sign under Jordan Brand.

  • http://www.slamonline.com/online/category/blogs/san-dova-speak-easy/ San Dova

    Kobe AND LeBron almost did sign with Brand Jordan.
    LeBron constantly wore Air Jordans and T-Macs in high school, and Kobe had mad colorways of Air Jordans on demand. It was much closer than you think.

    Also, D-Wade’s had his signature line (nobody else besides Jordan and Shaq have brands)…his game is so similar to Mike’s that more of a flattery to see him play in Air Jordans than anything. It’s like Mike’s shoes come alive with Wade, because they have similar styles.
    A guy who doesn’t need his own sig line is Carmelo, in my opinion. He should just wear the signature line Jordans like Wade, but with the exclusive PEs. Back in the day, that’s what most players had to do, Pippen wore Jordans, the Lakers and Celtics wore Magic’s and Larry’s Weapons. Reggie Miller and Mitch Richmond also got the Jordan hookup. Wade is the essence of the Jordan Brand, he doesn’t need a sig for supreme recognition of the Wade name/his game.

  • Hoodsnake


  • ab_40

    I don’t see a piece of plastic on both sides of a shoe improve the performance of it. there will be padding missing on the side and 170 dollars is just too much even in euros

  • nashty

    straight to outlets….

  • tigger

    san dova you might not see this but i agreed with everything you said until you hated on melo do you realize his are a top selling shoe every year because of quality but mostly cause of his game and this year is no exception look out he might have his own sig line soon jordan broke away from the swoosh and melo might from the jumpman to the tribal m but anyway yeah about this shoe damn!!!!!!!!!!

  • kg

    being trendy with the big whole ? actually Adidas started the whole in the shoe with the derrick rose creator shoe . fyi !

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  • http://SLAMONLINE.COM/CONTEST derric moody

    send me dem i luv dem shoes dey are 2kold man. and DWAYNE WADE IS MY FAVORITE HOOPER I NEED DEM

  • T.J.

    I know this would never happen in a million years…but I wish the Jordan 1, 3, 4, 11, 12, & 13s were always available and maybe even in a different colorway for every NBA team. Somebody should photoshop that. It would be sick!

  • Tommy Muss

    ugly shoes 4 jordans great that wade joined team jordan though

  • mar

    i want jordans 3 bad as well if wade had his own line out i would buy if they in Can.

  • dan

    another classic