Jordan Brand goes local for its 3-city AJ11 release
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Photo: Courtesy of Jordan Brand
The Jordan Brand is showing love to three iconic U.S. cities for its next exclusive sneaker drop, but these aren't the usual suspects.
Why it matters: The shoe company intentionally steered away from top markets New York, Los Angeles and Chicago to spotlight customers in less-served cultural hubs.
State of play: Nine exclusive colorways of the Air Jordan 11, including three inspired by Atlanta, Houston and Las Vegas, are releasing to celebrate the 30th anniversary of the silhouette.
- The sneakers were introduced at ComplexCon last month.
Fans who missed their chance to purchase the footwear at the event will only be able to get them in stores in the three cities or at World of Flight in Philadelphia.
- The shoes go on sale Saturday for $235.
What they're saying: Skyler Ashbaugh, lead product line manager at Jordan Brand, tells Axios the company intentionally got on the ground to gather local perspectives.
- Ashbaugh says they worked with taste makers, influencers and boutiques from each city, including Wish in Atlanta, Premium Goods in Houston and Feature in Las Vegas.
- "I told all of them, 'I don't want the Yelp tour of your city.' We really got to see the city as people live there."
The shoes
Air Jordan 11 "Mojave"
- The purple shade is inspired by Las Vegas' red rocks sunsets, and the texture embodies the dry, sun-bleached buildings. The reflective "Jumpman" logo is a nod to Sin City's bright lights, and a gold, carbon fiber outsole plate represents the opulence of the Strip
Air Jordan 11 "H-Town"
- "They call it 'hustle town;' people there really like to grind. They like to find their own way. They like to be special in their own way. We got a lot of inspiration from car culture down there," Ashbaugh said.
- This sneaker features a chrome Jumpman and is inspired by the hustle that starts simple, out of a car trunk.
Air Jordan 11 "285"
- Named after Interstate 285, the multicolor sock liner and footbed pay tribute to Atlanta's street art culture.
