1. The birth of a legend
In 1984, Nike took a risky bet by signing a contract with Michael Jordan, a young rookie fresh out of the University of North Carolina. At the time, MJ wanted to join adidas and Converse. However, Nike offered him an unprecedented deal: a line of shoes and apparel bearing his name. Created by Peter Moore, the Air Jordan 1 High was born to accompany Michael Jordan during his first NBA season. Its bold design and innovative technology marked a break from the basketball standards of the era, designed to support his ankle during his athletic performances.
2. The first game appearance
Even before the official release of the Air Jordan 1 High, Michael Jordan wore a prototype based on the Nike Air Ship during a pre-season game against the New York Knicks. A first appearance that marked the beginning of an excitement that would only grow: at a time when white pairs dominated the court, the red and black colorway immediately caught everyone's attention.
3. The NBA ban
From the start of the 1985 season, the NBA banned them for non-compliance with regulations. David Stern, NBA Commissioner, imposed a $5,000 fine on "His Airness" at every appearance. A ban that became a powerful marketing lever for Nike...
4. An iconic advertisement followed by a first release
The Swoosh exploited the NBA ban in a provocative advertisement that became a symbol: "The NBA banned them, but nothing stops you from wearing them." In April 1985, the first Air Jordan 1 went on sale at a price of $65 (a high price for the time). History was in motion: over 1.5 million pairs were sold in one year, an absolute record for a basketball shoe.
5. Jordan's first Slam Dunk Contest
During the 1985 NBA Slam Dunk Contest, Michael Jordan faced Dominique Wilkins and other league players. Although he did not win the competition, his spectacular dunks in his Air Jordan 1 "Chicago" made a lasting impression: each jump seemed to defy gravity, helping to establish the pair's reputation as an essential reference.
6. The Wings logo makes its entrance
Before the Jumpman became the brand's emblem, the Wings logo was the first official symbol of the Air Jordan line. Designed by Peter Moore, it represents a basketball surrounded by wings, symbolizing elevation and speed.
7. The Chicago colorway becomes iconic
Among the Air Jordan 1 High colorways, the Chicago version is the one Jordan wore most often in official games. White. Red. Black. This model has become one of the most iconic in the Jordan range and perfectly reflects the identity of the Chicago Bulls as well as MJ's personality.
8. Launch of the Royal colorway
Alongside the models worn in games, Nike released the Air Jordan 1 "Royal." Blue touches. Black details. This was one of the first colorways not worn in official games by MJ, but it achieved significant success thanks to an advertising campaign where Jordan posed with them.
9. An injury that delayed the transition to the Air Jordan 2
In early 1986, Jordan broke his foot during a game against the Golden State Warriors. This injury kept him off the court for over 64 games and delayed the introduction of the Air Jordan 2. During his recovery, the AJ1 continued to be worn by other players and remained popular. Back to Back. When Jordan returned, he delivered a historic 63-point performance against the Boston Celtics, solidifying the legend surrounding the pair.
10. The first retro reissue
Ten years after its initial launch (1994), the Swoosh decided to reissue the Air Jordan 1 in the "Bred" and "Chicago" colorways. However, the reissue market was not yet mature, and these models did not achieve great commercial success...
11. The Air Jordan 1 falls into oblivion
With the rise of new models in the Air Jordan range, the first signature model became archaic and remained absent from the Nike catalog from 1995 to 2000.
12. The grand return of (premium) reissues
After the commercial failure of the 1994 reissues, Nike tried a new approach in 2001. This time, the Air Jordan 1 was reissued in limited quantities, with higher quality materials. New colorways appeared and demand began to climb, definitively launching the retro sneaker market.
13. The rise of collaborations
In 2007, Nike began exploring collaborations on the Air Jordan 1 High, notably with Undefeated and other influential brands. These limited editions brought new hype and became a key element of Jordan Brand's marketing strategy.
14. Introduction of the Retro High OG versions
In 2009, the Swoosh offered reissues faithful to the original models, with the "Nike Air" logo on the tongue. An initiative that reignited interest in the classic Air Jordan 1 colorways and appealed to purists seeking maximum authenticity.
15. The Air Jordan 1 High banned... once again
In 2011, the sportswear brand decided to play once more with the ban concept by launching the Air Jordan 1 "Banned." A version that reprised the iconic colorway, accompanied by subtle details such as a date: 10.18.85, inscribed inside and subtly hidden. Released in limited edition, it served as a reminder of the NBA sanction.
16. The Air Jordan 1 High as a streetwear symbol
Over the years, the Air Jordan 1 transcended the boundaries of basketball to become a true pillar of streetwear. Influential figures like Kanye West, Travis Scott, and A$AP Rocky embraced it, propelling it to the forefront of the streetwear scene.
17. From the courts to video games
Given its success, the Air Jordan 1 began to transcend the physical realm to enter the virtual world. In 2012, the pair appeared in NBA 2K: players could equip their avatar with different iconic colorways and unlock exclusive versions.
18. A place at MoMA
From June 11 to August 14, 2016, the Museum of Modern Art (New York) welcomed the Air Jordan 1 High as part of the exhibition "The Rise of Sneaker Culture." The goal? To examine the complex and fascinating social history and design evolution of sneakers, from their origins in the mid-19th century to their current role as a symbol of urban culture and a marker of masculine identity. From the Air Jordan 1 High to the Jordan XX3, the series highlighted its undeniable role in the rise of the culture.
19. Virgil Abloh revisits the Air Jordan 1 High
In 2017, Virgil Abloh, founder of the Off-White label and future artistic director of Louis Vuitton, tackled the Air Jordan 1 as part of "The Ten" collection. His deconstructed vision, with exposed stitching and industrial inscriptions, offered a completely fresh perspective on the pair. Released in limited quantities, the model resold for several thousand euros on the market and redefined how luxury and sneaker culture intertwine.
20. Travis Scott reimagines the Air Jordan 1 High
Two years later, the Houston rapper brought his unique touch to the Air Jordan 1 High by disrupting one of the pair's most recognizable elements: the Swoosh. For the first time, the logo was reversed! This detail, combined with a brown leather finish, made this edition a resounding success.
21. The collaboration frenzy
While the first partnerships had already made AJ1 history, the 2020s took the phenomenon to an entirely different level. Fragment. Union LA. J Balvin... All revisited the pair with their own DNA. Guaranteed success!
22. Nike SB x Air Jordan 1
Originally, Air Jordan silhouettes were not meant to end up on a skateboard. However, in the 1980s, skaters sought a sneaker with more cushioning, a high collar, and bright colors. Icons like Lance Mountain, Mickey Reyes, and Bryce Kanights quickly adopted the Air Jordan 1 High for its durable leather, solid ankle protection, and technology. In 2019, the Air Jordan 1 High OG teamed up with the board for one of the most unexpected concepts: from Chicago to Los Angeles, via New York and Paris, two exclusive versions paid tribute to important locations for both partners. Furthermore, both pairs were designed to age and reveal a different underlayer.
23. Dior x Air Jordan 1 High: luxury steps in
When the world of basketball meets Haute couture. In 2020, Jordan Brand partnered with the house of Dior to create an exceptional Air Jordan 1 High, blending Nike's athletic DNA with French luxury craftsmanship. Premium Italian leather. Dior logo. Translucent sole. Everything was designed to make it a collector's item. Produced in only 8,500 pairs, they sold out in minutes and even exceeded 10,000 euros.
24. Air Jordan 1 '85: back to basics
In its quest for reimagination, the Swoosh decided to release a version faithful to the original 1985 model. High cut. Period details. Rigid shape. Authentic materials. With this release, the sportswear brand proved it knows how to reuse its history.
25. An auction sales record
Michael Jordan has not finished breaking records. In May 2020, one of his game-worn pairs was auctioned at Sotheby's. The result was decisive: the pair sold for $500,000. An absolute record that dethroned the Moon Shoe, one of the first pairs produced by Nike, sold in July 2019 for $437,500.
26. The resell frenzy: demand explodes
With the growing enthusiasm for the Air Jordan 1 High, the resale market went wild. Once accessible, limited editions were snapped up: the AJ1 was no longer just a sneaker, it had become a collector's item.
27. The Air Jordan 1 High's first steps on the big screen
The pair made several notable cinema appearances. In 2018, Spider-Man: Into the Spider-Verse propelled the AJ1 "Chicago" into the spotlight by putting it on Miles Morales' feet. The result? The brand released a special "Origin Story" version with film-inspired details. More recently, the movie "Air" (2023) retraced the story of Jordan's signing with Nike and put the AJ1 back at the center of discussions, proving that its influence extends beyond the courts.
28. The Air Jordan 1 "Fearless" explosion during lockdown
During the Covid-19 pandemic, while the world was at a standstill, the sneaker world experienced a meteoric rise. Among the most coveted models: the Air Jordan 1 High OG "Fearless." Released in late 2019, the patent leather pair blending the "Chicago" and "UNC" colorways saw its value skyrocket. The resale market reached new heights, and the Air Jordan 1 High established itself as an essential icon.
29. A perfect alternative to the Travis Scott edition
As the hype around the Travis Scott collaboration reached its peak, the Swoosh rode the trend with a similar colorway. White leather. Brown leather. Black details. No doubt, the pair echoed the Houston rapper's collaborations. While the reversed Swoosh was not present, this model nevertheless became one of the most sought-after of 2020.
30. Democratization of the Air Jordan 1 Mid
Long considered the outsider of the Air Jordan 1 range, the Mid version experienced (in turn) a resounding success. Thanks to accessible colorways and wider availability, it attracted a new audience, even a new generation.
31. A new lease of life with the Patent Bred
In December 2021, the Jordan Family decided to breathe new life into the legendary Bred colorway with the arrival of the Air Jordan 1 High "Patent Bred." While the pair reprises the 1985 design, a patent leather finish places it among the essentials and proves that even classics can be reinvented successfully.
32. The rise of Air Jordan 1 Low OGs
While the Air Jordan 1 High remains the most iconic, the Air Jordan 1 Low OGs experienced a true ascent. Driven by the Travis Scott collaboration, they quickly became a must-have.
33. The Air Jordan 1 Lost & Found: a journey back in time
In 2022, the brand scored big with a modernized version of the original 1985 silhouette. Much more than a retro edition, this new silhouette tells a story: that of forgotten pairs at the back of dusty stockrooms of vintage shops. Cracked leather. Aged box. Fake receipt. Everything was designed to transport us back to the pair's golden age.
34. A reissue from leather to suede
If there is one thing the Swoosh keeps doing, it is reinventing its classics. In November 2023, the Air Jordan 1 High Royal received this treatment. Gone is the traditional leather, replaced by a blue suede that brings a new texture to the mythical colorway.
35. The decline of the hype
After years of success, the Air Jordan 1 High gradually lost its appeal. While the silhouette remained iconic, its market became saturated, making way for the Air Jordan 3 or the fourth signature model: the Air Jordan 4.
36. The Air Jordan 1 goes on sale
Against all expectations, some Air Jordan 1 Highs ended up on sale... Less popular versions were discounted both in physical stores and online. The result was clear: the Air Jordan 1 High was far from its constant hype.
37. The Air Jordan 1 and its unexpected role in the art world
The pair made a surprising foray into the world of contemporary art thanks to artist and architect Daniel Arsham. Known for his reflection on how objects traverse time, Arsham transformed Jordan's first signature model into a unique work of art. While the artist considers sneakers a "strong marker of our era," this transformation of the AJ1 offers a new artistic context that questions its place.
38. The Air Jordan 1 High relaunch
Facing the arrival of new models and emerging brands, the Air Jordan 1 High gradually faded from the spotlight. This time, Jordan Brand focused on iconic colorways or models to deliver a refreshed vision. Initiatives that allowed the AJ1 to revive its mythical status. The brand understood well that it must reconcile heritage and innovation to continue attracting collectors.
39. What if the Air Jordan 1 High had never been banned?
To celebrate the 40th anniversary of the colorway that shaped the sneaker world, Nike chose to go back to the very essence of the pair: its ban. In this spirit, Jordan Brand temporarily modified its website by hiding all Air Jordan 1s from the catalog. A bold staging that recalls the original ban to heighten the pair's myth. While the Air Jordan has evolved and been reissued numerous times with new colorways, the magic remains the same. Iconic shape. Legendary logo. Rebellion embedded in its DNA. This campaign doesn't just commemorate, it revives a narrative: one of defying authority, of a product that became a true symbol.
40. The story continues...
Almost 40 years after its release, the Air Jordan 1 High continues to write its story. Between historic reissues and new interpretations, the pair's legend shows no signs of fading. One thing is certain: the AJ1 is immortal.
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