SOLE COLLECTOR: Sneakers

Jordan III

For many, the mere mention of the words “Air” and “Jordan” invoke images of the III. It is the model where the Air Jordan became the Air Jordan. It went from being a status symbol to the status symbol. Many years after its release, a Footaction poll even went as far as crowning the Air Jordan III the most popular sneaker ever. The importance of the first two models shouldn’t be discounted, but the simple fact is that part of the reason they are so important is in their inspiration for models like the III.

When Tinker Hatfield, with his architecture background, was given the task of designing the III, little could anyone have known just how right he would get it. From the cut, to the visible Air unit, to the Nike Air logo on the heel, the Air Jordan III came together in one awe-inspiring package. The elephant print provided a striking visual cue, and, for better or worse, has gone on to be, undoubtedly, the most bitten feature in the history of sneakers. But the Air Jordan III wasn’t all aesthetics. As exciting as it was to look at, it was equally impressive on the court. MJ’s high-flying style of play finally had the tools to complement it. The combination of encapsulated Air in the forefoot and visible Air in the heel not only offered high-tech looks, it provided an equally great ride. There was also that little thing known as the Jumpman logo, which made its debut too. As iconic as any logo in pop culture, the Jumpman was prominently featured on the tongue of the III. What it has gone on to represent is nothing short of a phenomenon.

The original Black/Cement Grey colorway is extremely popular, but it was the White/Cement version that was on MJs feet when he captured the 1988 Slam Dunk Championship (just one of many titles captured by MJ that season). Additional original colorways include White/Fire Red and the “non-Bulls” look of the White/Cement Grey/True Blues. Almost as memorable as the colorways had to be the Mars Blackman ad campaign, which saw Spike Lee emphatically praise MJ and his kicks.

The Air Jordan III would be the third and final model to retro in 1994. Even the original popularity of the III couldn’t help it truly overcome the too-early-for-its-own-good concept of the Retro. The Retro 3, much like the 1 and 2, just didn’t move from shelves the way Nike had hoped. This would all change, though, by the time the 2001 Retro 3 hit. Even though the Nike Air logo would be replaced by the much-debated Jumpman logo on the heel, consumers were ready to wear this long-time favorite again. Along with classics, a new Retro+ White/Dark Mocha colorway made its debut to a fairly popular response. 2007 also saw its share of Retro 3s, including more “plus” colorways, as well as the long-awaited reemergence of the White/Fire Red/Cement Greys.

The winning team of Nike, Tinker Hatfield and Michael Jordan was now in place. They were poised to go on the most successful run of sneakers the industry would ever see. The Air Jordan III had truely changed the game.