Air Jordans are some of the world’s most beloved and sought-after lifestyle shoes. That said, we only sometimes consider the actual reasons for why Air Jordans are so popular beyond the hype, so that’s what we will attempt to do in this article.
Sneaker culture has grown massively over the years. Initially associated only with sports apparel in the mid to late 20th century, the place of sneakers expanded rapidly into the worlds of fashion and pop culture as we transitioned into the 21st. One of the most influential brands to take root within that whole space is Air Jordan, a line of sneakers produced by Jordan Brand, a subsidiary of Nike. So dominant is the influence of Air Jordans that we spend a significant amount of time writing about them on this site, and we’ve even compiled a guide listing every Jay released until now. Whether you’re new to the world of sneakers in general, Jordans in particular, or a veteran in the game, if you’ve ever wondered why the shoes are so popular, you’ll find this post helpful.
Michael Jordan’s Status
The first reason for the sneaker line’s popularity may seem obvious, but it can’t be ignored. Apart from being one of the greatest NBA players of his generation, Michael Jordan is also considered by many to be the greatest basketball player of all time. Depending on who you ask, it’s an open and shut case. Those in the pro-MJ camp, including current NBA players, argue that his greatness extends beyond his two three-peat championships with the Chicago Bulls and how he brought global attention to basketball like never before. With him achieving this status, it would only be fitting that a sneaker line bearing his name would be as influential as it is. We all want to be associated with greatness, and this is just one example of that.
Great Timing
From a business perspective, Air Jordan’s popularity can be attributed to great timing and solid marketing; some might even say good luck. Michael Jordan’s star was rising at about the same time that Nike’s was, too, and it helped that Nike was willing to bet on Jordan when he was considered an underdog, as we mentioned in our article about the movie Air. The two helped each other win in a big way and capitalized on it throughout MJ’s career with a lot of powerful and memorable marketing and some intelligent positioning, and it has paid huge dividends through Air Jordan’s massive success.
Hip-Hop Influence
Another star that was steadily rising at about the time that Michael Jordan and Nike were ascending is hip-hop. This music genre, once considered the domain of rebels and troublemakers, is now a mainstream part of entertainment worldwide, and hip-hop artists now occupy a status that was once reserved exclusively for rock stars back in the day. Over the years, many of the greatest and most revered lyricists have mentioned Air Jordans in their songs – everyone from the Notorious B.I.G. to Cube to Jay Z. In the Reddit community, there’s a whole thread dedicated to finding every mention of Michael Jordan in hip-hop music. In addition to the bars, hip-hop artists would wear the latest Jordan releases in their music videos, which was a powerful way of making these shoes cool and relevant. In addition, these celebrities still wear these shoes on red carpets, at the Super Bowl and other glitzy events. So, it makes sense that they are so popular.
Brand Collaborations
A fourth reason why Air Jordans are so popular isn’t to do with Michael Jordan’s legacy through his achievements and their depiction in hip-hop but because of its slick mastery of strategic collaborations. These partnerships have gone beyond simply slapping logos on shoes; they’ve found innovative ways to tap into diverse cultural experiences, keeping the brand fresh and reaching new audiences. It all started with early collaborations with legendary film director Spike Lee, who wore exclusive Air Jordans in his films and was also involved in some of the most memorable TV commercials for the shoes. Later, as sneakers moved from being a part of sport to taking their place on the fashion and culture scene, brands like Dior joined the mix, creating limited-edition, high-end Jordans that appealed to fashionistas and collectors.
Apart from expressing creativity, these collabs keep Air Jordan top of mind for sneakerheads, ensuring they remember the brand. Those partnerships are still going strong today, with artists like Travis Scott producing unique designs that bring music and sneakers together, keeping the brand relevant to younger generations – many of whom weren’t even born when His Airness was on the court. When a brand can stay at the forefront of cultural conversation and be seen as willing to evolve and adapt, it increases its chances of sticking around for a long time.
The Quality and Design of Air Jordans
While we’ve talked about other reasons why Air Jordans are so popular, it only makes sense to end the article by talking about the physical artefacts – the actual shoes. There are two parts here: the quality and the design. In terms of quality, Air Jordans are loved by fans for their top-notch quality. Many even consider them superior to other Nike footwear thanks to premium materials like full-grain leather, which makes them durable and breathable. There are also the much-vaunted innovative cushioning technology and features designed to enhance athletic performance, which you’ll see advertised often.
Coming to design, you can be quite overwhelmed by the sheer variety Air Jordans offers, but this is one of the things that makes it loved by fans. Beyond the core collection (numbered 1-38), Jays can be found in a vast array of silhouettes, from the swag of the Air Jordan 1 to the sleekness of the Air Jordan 11. This allows fans to express themselves, choosing a shoe that represents who they are. Every other day, there’s an announcement about a new colourway, and while this can seem excessive to those who criticize Air Jordans for being nothing more than status symbols, lovers of the shoe line appreciate it. On top of that, special editions often feature details (jersey numbers, unique colours) that tug at fans’ heartstrings. Sneakers become more than just footwear – they become a wearable tribute.
This distinguishes the Air Jordans from many other brands, which may opt to lean too heavily into catering to one group of people and make them sneakers for almost everyone. While that might make us sound like we drank the Kool-Aid here (or Oros, where we’re from), how else can you explain that a shoe line belonging to a player who last played an NBA game in 2003 and is now in his 60s is still so relevant?
What do you think? Do you have opinions about what else makes Air Jordans so popular?