With the Tatum 1, the original game plan returns.īetter yet? Setting a scoring record in his first All-Star start validated the product more than anyone could plan for.Īcross the NBA, an array of athletes have their own signature shoe, scaling household names like LeBron James and Kevin Durant to upcoming talent like Donovan Mitchell and Ja Morant. Over the course of his career, MJ won ASG MVP honors three times.Īfter Jordan’s first retirement, they rerouted the marketing method ever so slightly by having MJ start seasons in the new model but break out an upcoming and often off-kilter colorway at the midseason classic. “Then we pushed colors going into the Tournament and that’s when the Dunks were introduced.”įor years, this strategy shaped Jordan Brand before being discontinued.įrom 1988 and up to 1993, Nike and Michael Jordan used the All-Star Game to debut the new Air Jordan game shoe. “The All-Star Game was the first time we introduced a basketball shoe into the Spring,” Hill said. It was a double whammy where consumer attention span and seasons were concerned. On top of that, Nike had the foresight to debut the Mars Blackmon campaign on TV during the game, introducing the Tinker Hatfield design to the world in a street savvy method that was lifestyle leaning. Not only did Mike wear his new shoe for the first time at All-Star Weekend, he thrived on national television at a time when the Bulls aired mostly as a regional act.Īs Russ Bengtson recalled for Complex, Mike made the most of that moment in Chicago by breaking out two colorways of the Air Jordan 3 in the same weekend - a move Tatum mimicked this year. For us, we needed a vehicle to sell Spring shoes.” “The first time he wore the was at the All-Star Game. “Up until that time, basketball shoes were introduced in the Fall,” Ron Hill, former Nike Product Merchandiser, told Boardroom in 2022. It meant even more for Nike when considering their bottom line and box score. This theatric moment meant much for Mike where arrivals rank, winning both the Slam Dunk Contest and All-Star Game MVP in his new shoe with his new logo. Rotating the shoe towards the heel, there appears an iconic silhouette older than the Celtics scorer himself.ģ5 years ago, the Jumpman emblem debuted on the Air Jordan 3 at All-Star Weekend, flying high on Mike’s home court of Chicago. A padded ankle collar provides additional support, while a large-volume Zoom Air at the fore-foot provides the proper cushioning.On the tongue of the Jordan Tatum 1 lies a sleek ‘JT’ logo representing the brand’s newest signature star. Contributing to the weight reduction is the mesh knit upper. Without these components, lightweight for the sake of being light can be ineffective. The outsole also features a plate technology, designed to help with quick transitional movements. The JT1 features a lightweight, yet strong TPU frame that provides the structure and torsional stability for Jayson’s side to side movements. ![]() ![]() A “total package” shoe is only right for a once-in-a-generation star like Jayson, and the JT1 delivers on all the marks considering basketball shoe trends, performance shoe demands, and the stress of the economy.Īn ultra-light basketball shoe requires a supportive and protective frame. ![]() Fully grown into a perennial MVP candidate and a fixture at All-Star Weekend for the next decade-plus, Jayson Tatum embodies what a true signature athlete should be. Zion’s got the bounce and the highlights, and Luka’s got the insane stat-lines, but JT has accomplished far more in terms of meaningful basketball, at least in MJ’s eyes.Īfter signing with Jordan Brand in the summer of 2019, Tatum’s first signature shoe could not have arrived at a better time. There will never be another face of Jordan Brand other than the man himself, but a strong case can be made on behalf of Jayson Tatum being the leader of the robust new class. Contrarily, it carries a lot of weight for the Jumpman Brand as it continues to navigate this newly begun phase after its 25th Anniversary. As the title states, the Jordan Tatum 1 is the lightest basketball shoe on the Jordan performance basketball line.
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