Since it was founded in 1997 – following the initial success of the Air Jordan line – Jordan Brand has become one of the most popular trainer labels on the planet. A subsidiary of Nike, it's currently worth a whopping $2.3 billion, as reported by Forbes last month.
How and why the Nike subdivison is worth that much is no mystery. Jordan Brand puts out more sought-after, sellout trainers than any other label and has amassed a cult following that includes Kylie Jenner, Frank Ocean, Jay-Z, Travis Scott, Drake and A$AP Rocky, to name a few.
Case in point, the upcoming Air Jordan 4 “Red Metallic” is a reissue of an OG design, which was initially made for Michael Jordan by Nike's Zeus-level sneakerhead Tinker Hatfield in 1989. The first trainer in the Air Jordan line to get a global public release (we owe Hatfield for that), the Jordan IV has taken on icon status. It bagged an appearance in Spike Lee's 1989 film Do The Right Thing, which consequently led Lee to run a Nike ad campaign in the 1990s. It is also the design that Jordan wore to make “the shot”, which saw the Chicago Bulls famously triumph over the Cleveland Calvaliers with just six seconds left of gameplay in the 1989 NBA first round playoffs.
One of the most frequently reimagined (or "retroed", if you know speak sneaker) trainers in Nike's Jordan catalogue, it was reissued in 1999, 2000, 2004, 2006, 2008, 2010 until 2013 and then 2015 to the present day. And the “Red Metallic” colourway is the cleanest yet. With an online release retailing at £165.95 from Saturday at 8am, the box-fresh, all-white (save for the sleek metallic accents inspired by the “university red” details of the OG Air Jordan 1), full-grain leather kicks, which come complete with a visible air bubble, will certainly fly.
And if you don't beat the online crowds for these, why not try your luck at scoring the Virgil Abloh-designed Air Jordan IV when it drops next month? See you in the queue.