Tuesday, April 5th, 2011 at 4:20 pm  |  23 responses

Introducing the Jordan Fly Wade

Jordan Brand creative director Mark Smith and Dwyane Wade talk about DW’s first JB signature.

by Tzvi Twersky | @ttwersky

This past Sunday, Jordan Brand flew a handful of writers down to Miami Beach to chronicle the unveiling of the Jordan Fly Wade, Dwyane Wade’s first JB signature shoe. Today, Tuesday, April 5, they flew a handful of writers back to their respective home states. In the 48 hour interim between the two flights, aside from the bright, burning sun in the sky and some cuties on Ocean Drive, the thing that stood out when we walked around as a group was that almost every single event participant was rocking a pair of classic Js.

For the better part of a day, I thought I was the only one who noticed the abundance of Cement IIIs. As I found out on Monday, apparently, I wasn’t.

“It’s amazing to look at some of the sneakers you guys are wearing,” said Dwyane Wade, motioning toward our feet, during a group interview introducing the Jordan Fly Wade. “[It’s amazing] how 20 some years later it still looks awesome; people are still rushing out to get it. Eventually, one day, this (the Jordan Fly Wade) will be retro [Laughs].”

Available in two separate colorways on May 5 ($140) and for customization on NikeiD on May 29—rare for a JB sneak—the Jordan Fly Wade is not only Dwyane Wade’s first Jordan Brand signature but at 13 ounces, it’s also the brand’s lightest shoe to date.

“Your first shoe is always going to be special to you,” said an ebullient Wade, “so this one is always going to be special to me. And I would hope that it would be special to others as well.”

With Wade’s aggressive style of play—“some say reckless; I say aggressive,” laughed the All-Star guard—in mind, JB built the Fly Wade to specific specifications that his game requires.

“One of the keys things was, we wanted to do was make sure it was lightweight and still structural,” says Mark Smith, a creative director at Jordan.

They attempted to accomplish that by installing the following specs:

Nike Zoom unit in the forefoot and Max Air unit in the heel

Full-length Phylon midsole and asymmetrical collar for optimal performance

Vertical flex grooves on the forefoot

Rotational traction pattern on the medial forefoot

Asymmetrical Collar cut lower on the lateral side and higher on the medial side

Classic Jordan elephant crackle print on the outsole and clear rubber sole.

With a large Jumpman logo near the rear and an interim Fly Wade logo on the tongue—Wade assures that this won’t be the logo on his next line of products—Jordan Brand is unabashedly proud of Dwyane’s first signature shoe.

“Jordan’s back and is oncourt and is kicking ass,” said Smith.

For his part, DWade’s pretty hyped, too.

“To have my own signature product with the brand—which is right next to MJ—is awesome,” said Wade, from a luxury suite high up on Miami Beach’s skyline. “It’s something, a couple of years ago, I wouldn’t of thought would happen. But here I am today.”

While it’s unclear what exactly JB has planned for him next, Wade has a bold vision of the future.

“What makes this more exciting is, I have future goals of more signature products.”

To learn more about the Jordan Fly Wade, watch Mark Smith and Dwyane Wade introduce and then answer a host of detailed questions about it in the video above. For detailed photos of the shoe in four distinct colorways, check the gallery that we ran earlier.

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  • http://redoftoothandclaw.ca/ niQ

    Wasn’t a fan of the initial colourways. But that black one is fire!

  • http://slamonline.com Bryan Crawford

    Sort of fitting that the ’3′ on the tongue is in what appears to be the middle of a scope, so to speak.
    Fitting since the entire NBA will be aiming at the Miami Heat over the next few years to try and take them out.

  • JL

    oh the black one looks real mean!

  • ab40

    jordan brand is killing shoes with the air units.. air units only in the ankle cause ankle problems. I don’t trust em and the 2011′s are nicer kicks. but hey sell sell sell

  • ripslam

    I don’t know. To me they just look like Hyperdunks, sans the swoosh. Also, Wade looked a lot more fly (geddit?) rocking retro Jordan I’s and XI’s in my opinion.

  • mannyec0409

    those look super fresh…better than the 2011′s…thats for sure

  • http://twitter.com/BeezKneezy LA Huey

    Red and Blue colorways are nice.

  • http://slamonline.com The Black Rick Kamla

    okay JB lets not pretend this was a shoe that was designed for DWade from the jump. This was just another one of those generic mix and match concoctions that would’ve been called something like “Jordan Blow By” or something like that and you decided to give these to DWade when nobody in the staff had any heat…..pssssh DWade should just wear his PE 2010′s…..these cats at Jordan think we stupid, they think they can put some ice on the soles and it would cure any ills in the design…NOT

  • http://slamonline.com The Black Rick Kamla

    …alright let me calm down…and give em a little time to grow a little bit

  • Bimmer

    Those black ones are sick. Other colorways, not so much

  • http://www.danchamb.com.br Lz – Cphfinest3


  • http://slamonline.com Ugh

    Someone who works in marketing is sitting back and laughing their arse off for getting paid tens of thousands to invent the word ‘colorway’ to replace ‘color scheme’ and seeing you guys actually use it. What a job!

  • Cool Dude

    Is it jsut me or do these shows look really similar to the kobe 5′s?

  • http://slamonline.com The Black Rick Kamla

    @Ugh…don’t know what rock you been hiding under bruh, but sneaker heads been using the term ‘colorway’ since I can remember.

  • Ansonpanson

    These suck compared to the Converse Wade 1.0, esp the playoff COLORWAY (come @ me Ugh :D )

  • http://slamonline.com The Black Rick Kamla

    midsoles look a lot like the Kobe’s…I’m seeing that in quite a few shoes lately….I want to see JB make a low cut sneaker, something to really challenge themselves design-wise

  • KC

    agreed niq

  • http://kb24.com DreXnaW21

    i admit that these kicks are sick but DRose is where its at :D

  • http://www.twitter.com/dfrance21 dfrance21

    Why do players sign with Jordan Brand. The make the UGLIEST signature player shoes of all the brands. Look at the crap Melo and Chris Paul wear? Just sign with Nike straight up. The Kobes and LeBrons are killing off the court game and thats where it really matters because MOST consumers are not shelling out $125+ to buy sneakers to play ball in.

  • ha

    no it is just you

  • wssss

    looks like the adizero

  • http://slamonline.com thaiceman

    @dfrance thats a good look. Maybe thats why the original J’s (retro series) are still so highly touted, because jordan cant come out with anything new to really compete with the retros.

  • http://itsahardwoodlife.blogspot.com omphalos

    I don’t know man, those shoes are awesome in the black, they say everything about Wade; underrated, overshadowed, but still wondrous to behold.