... This paper is written to discuss the revolution of Air Jordans and the effect these shoes have had on popular culture. I will include research on specific Air Jordan models, conduct a structuralist analysis of the Air Jordan, I will focus on the advertisements and many other aspects of how the shoe was sold. Also I will discuss how this particular shoe is a part of popular culture and what it suggests about our American values. The Air Jordan legacy started in 1985 by the Oregon based company Nike. Before Michael Jordan came along, Nike was known as making running shoes their main slogan was “Just Do it”, but when Jordan came into the picture the focus was solely on Air Jordans. As LaFeber states “Basketball was a minor sport in Japan, but thanks to television ads, Air Jordan Nike sneakers had sold for as much as $1,000 a pair and some were collected as jewels” (LaFeber 24).
Air Jordan I
“The Air Jordan I was designed by Peter Moore and marked a new era in basketball shoe wear design” (http://www.air-jordans. ... The Air Jordan I was released to the public in March of 1985. ... Based on the Nike Air Dunk, the Air Jordan used some new flashy color combos. The Air Jordan I was released in 23 different color combos, this was the most number of color ways for any Air Jordan shoe to be released. ... air-jordans. ... In 1994 the white/black-red and black/red versions of the Air Jordan I were released as retro, but they sold very poorly. ... jpeg in cd)
Air Jordan III
“The Air Jordan III was designed by Tinker Hatfield. He has designed every Air Jordan model up to the 15th. The Air Jordan III was released in 1998. The design was totally different from the AJ I and II and was the first Air Jordan that showed a visible air sole. “The Air Jordan 3 used the same mid and outsole as the Nike Air Revolution, which was the first basketball shoe wit a visible air-unit” (http://www.air-jordans. ... This was also the very first Air Jordan to feature the Jumpman logotype instead of the Wings-logo that was on the first two models. “For this Air Jordan, Nike created a personality ad campaign featuring the Mars Blackmon character that was created and played by director/actor Spike Lee” (http://www.air-jordans. ... This campaign followed Air Jordan for a couple of years and is definitely one of the most appreciated Nike commercial series through all time.
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