Inspired by the precedence of 24 remarkable and unique AIR JORDAN shoes, Jordan Brand footwear design legends Tinker Hatfield and Mark Smith aspired—once again—to reinvent the basketball footwear industry by creating the best performance shoe for basketball players today. In the quest to develop the 25th AIR JORDAN shoe, Michael Jordan had a simple request – to build a partially transparent game shoe. MJ said he was able to master opponents by only allowing them to see what he wanted them to see, never showing his defender every aspect of his game and always saving something more. Ole!
PRESS RELEASE
Hatfield and Smith applied the concept of transparency to create our first ever see-through high performance basketball shoe. The AIR JORDAN 2010 shoe’s transparent thermoplastic urethane (TPU) window is a literal interpretation of Michael Jordan’s on-court ability to see through his opponents while only revealing to them the parts of his game he wanted them to see.
Performance was paramount in the AIR JORDAN 2010 design, which goes back to the way the AIR JORDAN franchise started 25 years ago with the AIR JORDAN I, a shoe built purely with basketball in mind. The team focused on athletic movements most fundamental to playing basketball, such as running. Hatfield and Smith incorporated bottom loaded Zoom Air, a running-based technology that provides outstanding cushioning and comfort for the many miles basketball players log during each game.
In addition, the AIR JORDAN 2010 introduces a new concept to basketball footwear – a layered toe that features a lightweight mesh underlay covered by an independent support cover. This construction allows the shoe to mimic an actual foot by gliding up and down without being restricted by the shoe’s structure.
The AIR JORDAN 2010 represents elite performance basketball inspired by MJ’s game of transparency. Its design preserves the mystery and legacy that has made the AIR JORDAN the best basketball franchise in the world, from its inception 25 years ago to today.
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