words & images_Nick DePaula
We’re clearly not in the era of basketball that Michael Jordan played in anymore. There’s new names and new faces, off building new legacies. No matter how much Michael deep down inside feels, and probably as he’d say it, knows, that he could still hang with today’s Association, it appeared evident tonight, more than ever, that he’s ready to finally hand over the reigns of his beloved brand. Dwyane Wade is just the guy. The newest member of the team has been hand-selected by Jordan Brand and Michael himself to be the first ever sole pitchman for the Air Jordan game shoe. While most thought he’d soon wear a signature shoe all his own, the Chicago-groomed shooting guard will pridefully break out the Air Jordan 2010 starting in January, weeks before the $170 hitting February 13th drop.
The Air Jordan 2010, designed by both Tinker Hatfield and Mark Smith, marks a new era for Jordan Brand, and not just because it sets the foundation for both the celebration and direction of the 25th Anniversary. It looks entirely adoptable, with its traditional and function-aimed silhouette, and yet it’s been evoking immediately passionate reactions with its clear TPU circle along both sides of the upper. The transparent circle, as Michael Jordan explained earlier tonight, was a call he directly made. During a simple preliminary brainstorming meeting with the Jordan Brand design group, MJ flatly requested a clear panel on the shoe. “I wanted to give the consumer an understanding of what the Jordan Brand was all about. I felt like with this shoe, lets take a little peak into what the shoe really represents,” reveals Michael. “We came up with the idea of having a window, to give a little bit more about the mystique of Jordan Brand. A lot of people don’t know much about why we’ve lasted twenty-five years. We don’t even know. [laughs] We figured, ‘Well, maybe this window will…let you into our house a little bit.’” While you won’t literally see a storybook of the brand’s heritage through the lens of the circle, it serves as more of a metaphor for the brand imagery we’ll be seeing in the accompanying stories and advertisements from Jordan Brand.
There’s an endless array of further details to discuss, like the newly-used-in-hoops bottom-loaded Zoom Air bag and heel double-stacked cushioning set-up. Or the theme of circles, marked by the debut of a new circular lace lockdown method along the tongue. Everything from the floating toe support rand overlay, to the targeted TPU support structures found above the midsole, and even the return of a contoured asymmetrical collar. Be sure to keep checking back here at SoleCollector.com for more info on the Air Jordan 2010, as this weekend we’ll have a thoroughly in-depth Sneakerphile to dive into, detailing the shoe’s every inspiration, componentry and hidden cues.
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words cant even express how much of a letdown this is. Ive seen flea market knockoffs that look better than this, dare I say fusions even. WTF, JB !?!? See Through J’s are a reality now !?!? no way in hell I pay $170+ for that garbage. and i betcha those ‘WINDOWS” are gonna turn piss yellow after a while just like icy soles do. HISTORICAL FAIL, SMFH…
They wouldn’t look that bad without the window. The window makes it look super ugly.
Nice video though. I liked how they explained how the shoe is made to function better on court.
Most likely an A in performance but F in appeal.
Total desapointment from JB again. That for Jordan 25th anniversary !!!
Learn to spell before you hate
Clean! All you people hatin on this shoe are crazy and dont understand how much technology and feel for the court come along with these FRESH J’s. Tinkers done it again!
i completely agree man this a another sick kick that i cant wait to get my hands on!
i think they’re sick actually..
people only want retro’s nowadays,
what happened to all the excitement of a new sig jordan coming out
I feel you. I’ve been a Jordan shoe fan since ‘86 and I can remember when the II’s first dropped. I’m looking forward to the release. The only constant is change.
havent felt like that since the 17’s ….wish i could get that feeling back but with a design like this….doesnt look likely
NOT! Jordan has way oversaturated the market with product, He’s Bound to drop a turd or two once in a while. Heres some toilet paper Mr J!
I’ll have to agree that this shoe is a disappointment lookswise. There is no “wow” factor or anything eyecatching other than that unattractive window (and I’m not even gonna go on about it being a window to Michael’s game – how they managed to say that without busting a gut I’ll never know, I was wincing watching and hearing it)
That round window just throws off the whole look of the shoe. Had they maybe used a more triangular shape and maybe used material like flywire it might make for better aesthetics.
As well it looks like the midsole uses Lunar foam – like most people I find that it bottoms out real fast although it does have a full length Zoom airbag under it.
For the $200 that people in Canada will probably end up shelling out for this shoe it’s definitely just relying on brand recognition and it being a milestone shoe rather than it being a great looking and perfoming shoe. This shoe just looks so unappealing and unfinished – I actually thought it was just a prototype/rough draft model till I saw Jordan and Wade holding it up.
Overall: definite FAIL.
Personally I like them and will pay the money for them. I think the photo’s don’t give the shoe itself any justice. I’ll wait til they actually come out to determine rather I like them or not.
all haters someday will pay double to have those shoes!
everybody thinks that only oldschool jordans are cool and hate the new ones.forget all you know and ask yourself if you like it or not as a shoe.after that ask yourself what do you expect from jb at 2010? ok retros are nice but we must see the present and the future.
jb always was very progressive from design to materials and technology.
wake up! this is 2010!!!
don’t act like oldschool winnie bitches about …”..back in the days..”
the window is completely unnecessary, would be so clean withoutt it
they remind me of dada’s minus the SPINNERS!
the white colorway is much better, they almost have too much going on with the tri colored shoe, and as for noob ur right bro they do remind me of the spinners too
I think the move from Converse to Jordan Brand is a great move for Dwayne Wade as a Chicago native (could he become a Bull 2010-11…) working with Jordan the former Chicago Bull, I’m not impressed by Jordan 2010, nor have I really been since XVII’s in 2001-02, I prefer retros especially in colors that were originally out, opposed to Fusions or colors that were never out, I really miss the Nike Air and Swoosh on sneaks that had them opposed to all Jumpman logo for every shoe.
Keep up the good work Wade on the court and off with Jordan Brand
that circle looks painfully out of place. I cant get with a circle being on the side of the shoe like that. it doesnt flow AT ALL. Im sure its a great shoe technologically, but that circle throws the look off entirely. I wish they wouldve made the window some other shape. Maybe jumpman shaped? I actually like “see through components. its why I 1st fell in love with the V’s, but that window being a true circle ruins the look for me
“Well, maybe this window will…let you into our house a little bit.” F outta here! These shoes wack as hell…$170 for a pair of shoes with a big ass crop circle on the side. MJ could put a picture of his ass on these shoes and some of ya’ll simps would still cop. Ya’ll can have these..LMAO!
I think Dwade moving from Converse to JB is good but these 2010’s are hideous
I have been done with Jordans for a while now and this, ensures I will have no problem retiring JB from my collection. I just dont understand it, what are they thinking?
well i think now.. they are looking for more performance from a shoe than looks, i mean it is a basketball shoe right?
and its gonna be hard to think of shoes better than the retros, unless you can make a better shoe? if they make a new they that has something that resembles the 11s or something, everyone is still gonna hate because they look like the 11s. so i guess just live with it, until you get sponsored by jordan and you make you own shoe and see if any hates.
Mike needs a mani
ugliest sneakers ever
Guys just be patient, these 2010’s will eventually grow on you. The main problem for all of us is that we have to come to grips with MJ not being on the floor anymore. And with that, the shoes will never be as anticipated or loved without Mike wearing them in action night in and night out. All JB can do is market the new shoes with current stars. JB’s problem is that it was created by the GOAT and there will never be another MJ. So as true Jordan fans, let’s embrace what JB is doing, instead of hating. Also, be thankful that they are retroing the Space Jam and the XII white/red. Tinker, keep up the great job you do. BTW check out my HOF MJ shirt on ebay. (Seller 23running)
speak for yourself. I dont think him not being on the floor has much , if anything, to do with it.
ugly is ugly. I dont think the shoe overall is ugly, but that circle is definitely ugly no matter how anybody tries to spin it. Ugly may be a strong word…lets say that circle isnt visually appealing.
I’d be really curious to see how the shoes were received if they didnt have that “window” there
PITIFUL.
Ok I just saw the 09’s at the outlet for 80 bucks and these are gonna be right behind them! a trash shoe at best!
Those are dope, it’s a change from what we usually see, but people don’t like change.
Anyway, for those saying that this will rot on shelves, you might be right… but take a second, a think about the OG 1…
Wow, this happens every year Jordan has a new sneaker showcased.
I really wish all these fat pieces of garbage that steps on a basketball court once a year stop thinking they’re hot shit. The main goal of this sneaker is ankle protection, traction, and cushioning, not being another item of clothing so you can impress your jobless friends of the same sex. Do you like it when they say your sneakers look sexy? Does that really make you feel better about yourself?
Anyway, thanks to all the idiots who complain about this sneaker, yet support Jordan’s retros. You help make this sneaker possible.
I’m looking forward to the reviews.
I wouldn’t mind playing ball in them though…
wow,i seems that it has be sold in china
i see everyone is hatin on this kicks, but me, im not sure yet. something i wanted to point out is that Jordan said “A lot of people don’t know much about why we’ve lasted twenty-five years. We don’t even know.” folowed by laughs. that tells me that he is going to continue to put out what he is putting out, till we do something about it. tis simple, dont buy the shoes then he will realize its time throw his team into overdrive.
I feel Dwayne Wade is perfect for sporting the Jordan Game shoe. You know I felt the AJ 2009 was a big let down but compared to these the 2K9 looks great. I mean I can’t say the 2010’s are the worst Jordan because I haven’t balled in them, that’s what they are made for right? However as a casual wearing shoe, for the typical sneakerhead, Tinker and Jordan have failed to capture the imagination and bring back the good feelings associated with the AJ. They might be awesome to play in but after that the trash bin wouls likely be it’s next destination. The Jordan Brand needs to step or they most likely will lose DWade to another company.
d-wade just has bad taste in kicks PERIOD!!!!
It seems almost every sneakerhead out there looking up new kicks on the internet have something negative to say about new releases. But once they are out in the market, they tend to love the shoe after seeing it in person. You can’t totally knock the 010’s right now. I remember people knockin’ the 12’s before they even came out. Now, they are Jordan classics. Sneakerheads are ready to cop them whenever they are retro’d. So calm down people.
Yo dem shoes r stupid jordan shoes get uglier every year it seems
I THINK I JUST PUKED IN MY MOUTH A LITTLE BIT
people only want shoes to wear they dont understand the fact that these are REALLY meant for basketball not show off to your boyfriends about your no kicks imo.
It’s cool when a friend says “Nice shoes man!” But you have take a shoe (whatever the brand) for what it is..a shoe. Something that is made to help you elevate your game. Nothing more. Nothing less. Nowadays people feel that if they don’t turn heads with their shoes they are less than a person and not in some exclusive club.
I imagine if everyone said, “Man these are straight heat!” everybody and they mama would be like “Yeah you right!” But since the majority dislikes we go by the majority rules standpoint. Ultimately I’m just saying do you.
I understand the process that takes place in the design of the shoe but…..C’mon son! These are hidious! The black colorway looks the best but the white and red are not to appealing. I have every Jordan from 1 to 2009 and I’m not anticipating any new releases I just wait until there not selling and go on clearance for a 100bucks then I copp’em just to add on to the collection. I’m really waiting for something to be released that’s worth the wait.
Yepert! That’s how you do it Bigrob. I do the same thing. If you have a DTLR where you are located hit them up. I know here in NC they always have Jordans discounted.
Also I’m just glad I don’t have to wait in line anymore when the release date comes! Wade is a very good look for the brand though the designers just need fresh inspiration period! Oh and for the cat that found those 2009’s for $80 @ the outlets I got mine for $65 in DC and I’m mad as hell cause there cut small
WE NEED A BETTER VIEW!
Man what is that?? Can’t believe they do that!!! I just wanna know? What passed behind their head? Tinker, it is you? Man they try to explain to us their inspiration, and every time they spell jordan name, just because they have nothing to say…They know that the shoe is ugly..It’s like Converse wade…They know this is ugly, but they have tried to explain us..There’s nothing to explain…so I think they don’t find a way to describe their thing, that’s why we’ve heard Jordan, Jordan, and Jordan inspiration for the shoe..There’s no technology, no design, NOTHING!! ya heard!! NOOOTTHHIINNGGGG!!!!!!!!! I can’t imagine me wearing them…Can’t imagine..
i woould like to say that this was a failure and remind everybody that baller don’t pay for their they get them straight from the companies that make them. So let’s all forget those technologies and being built for basketball. it needs to look good for us consumers in order for them to come up with good stuff in the future.
yeah Wade got some Bad Taste when it comes to sneakers
Verdict: Failure
If I knew nothing about shoes I would not know that these were Air Jordans. No jumpman anywhere? And those windows are dumb as he!!. They probably are fantastic on the court, but what worth is a basketball shoe if you can’t wear it without getting laughed out. PASS. Better luck next time.
I’d rep
I want to see the performance reviews…I would think the windows allow the ball of the ankles more flexability while maintaining support. Vented to cool the ankles and arches.
Jordans are a baskeball shoe that became a fashion statement and not the other way around.
well once again JB has managed to out do itself in the shit ass department.Right now it seems JB loyolty is only because of M. Jordan loyalty,with a constant wave of regurgitated retros & retro hybrids d brand seems to be graspping at straws.c’mon people all the right ingregients r there: a b.ball legend,a design legend with an all-star cast & cliente’le. I hope the talented people at the brand r not waitin on some grand moment to bring out the good stuff,like 2012,or else there will find themseleves weighted in the balances and found wanting( wanting of loyal customers).
P.S. some shoes worth backin back:shaq rookie shoes,the foamposite line,vis zm uptempo,air zm flight(da glove),cb34 etc.these shoes have this in common A WOW EFFECT,an ahead of its time mystic. a sega genesis or a ps3?,a tdma cell or a iphone? u choose…WOW EFFECT!
ive seen alot of hate towards this shoe(i like it)…and i just looked at the baron d. & tha brandon j. ery 1 likes those ugly shoes WHY???????this is a way better lookin shoe than those…quit haten!!!!!!!!!!!!!!!!!!