Nike and Michael Jordan’s partnership goes back over 30 years to the 1980s when he first hit the scene. Over three-plus decades, the two have combined to build an incredible empire that does over $3 billion in annual revenue. Read: don’t expect Jordan to stop making shoes any time soon.
The new Air Jordan XXXIIIs are set to hit store shelves next month with a new kind of shoe lace technology. Nike will lean on its previously released self-tightening HyperAdapt 1.0 shoes shoes that debuted a few years back. While the latest Jordans won’t exactly have that Marty McFly kind of lace-up, it will only take a single pull and you’ll be ready to go.
Air Jordan XXXIII functionality
Not only is there a futuristic aspect to the laces, but also some interesting concepts from an accessibility standpoint. The Jordan XXXIIIs have a one-pull shoe lace design that is in-theory simpler to use. But also, may be of service to those that struggle tying laces. Nike also points out that this new design is perfect for in-game adjustments. Simplification of the process all around is a feature Nike is pushing hard.
FastFit, the name of the shoe lace technology, works with a single pull. Loops on the tongue and heel “allow for easier entry.” An integrated tightening system moves every lace at once creating a “full 360-degree lockdown.”
Air Jordan XXXIII Color and appearance
Those familiar with the Air Jordan lineup with find the typical red, black and gold markings. The new XXXIIIs follow the usual design cues with a clear Air technology sole and a gold Jumpman logo. This release borrows visuals from the 1988 Tinker Hatfield design and reimagines it with modern touches.
“Flight has always been part of our Jordan DNA,” says Jordan Brand Vice President of Design David Creech. “Our team considered the utility-led design of space flight suits and used that inspiration to help craft the AJ XXXIII. Like those suits, the shoe features visible technology designed for function, but that also becomes a staple style element.”
Where can I buy the Air Jordan XXXIII?
Lock-In and Prepare to Fly with the Air Jordan XXXIII
When the Air Jordan XXXIII lands next month, it will introduce a new promise for pinnacle basketball shoe comfort, performance and style: Nike’s FastFit technology.