Interscope Records have announced that they are collaborating with Jordan on a limited-edition Air Jordan III sneaker in celebration of this year’s NBA All-Star Weekend, taking place in the label’s home city of Los Angeles. This is the first time the record label and brand have collaborated on a shoe. The kicks highlight Interscope’s logo on the heel and the label’s name printed on the laces.
In addition to the shoe, The Interscope and Air Jordan experience will launch this coming weekend to support NBA All-Star. The build out consists of a full consumer experience, on-site customization and live music. Interscope has built a fully functioning studio on campus where their artists will be utilizing equipment throughout the weekend. So far, recording artist and producer Pi’erre Bourne, Shady Records artist Boogie, Smino and LVRN’s Lou The Human have all visited the studio.
Jordan Brand is a signature shoe and athletic wear brand owned and created by the legendary basketball player Michael Jordan. Nike first signed Jordan under its banner in 1984 and subsequently granted his signature Jordan Brand line, when the young Michael was still unproven as a rookie in marketability and professional competition.
Jordan Brand possesses significant cultural weight in streetwear culture, proven through its yearly flagship shoe releases at its annual event, each garnering tremendous reception from the media, industry, and public. Initially focused on creating basketball shoes, the company has since then expanded its offerings to produce a variety of ready-wear and leisure attire.
Often regarded as the greatest basketball player of all time, Michael Jordan has worn the sneakers throughout his Hall Of Fame career. Although Michael Jordan has been retired since 2003, Air Jordans still remain a top selling sneaker for many retailers. To this day, Michael Jordan still plays an integral part in the design and production process of the Jordan line.
Photo credit: Kai Regan