Nike Link With EASI for Instant Air Jordan 1 Delivery
Ever seen a shoe online and wanted it to come to your door right away, just like ordering dinner? Well, Melody Ehsani's new Fearless Air Jordan 1s can make that dream a reality. When the colourful AJ1s drop on November 15, people in Melbourne, Australia (within a five kilometre radius of the CBD) will be able to order a pair through Asian food delivery service EASI. Simply navigate through the EASI app to the House of Hoops store – which will be listed like any other restaurant – and order the sneakers. They’ll then be delivered with special packaging that includes sneaker cleaners, a concrete rose centrepiece, and a gold ‘money bag’ you can use as a tablecloth.
EASI have been chosen for their large female user-base, which aligns with the message of female empowerment that Ehsani has put on her colab: ‘If you knew what you had was rare, you’d never waste it.’
Coming as part of the Jumpman’s Fearless collection, the Jays are an unabashed expression of the vibrance seen through Ehsani’s mind’s eye. Each foot is coloured with a contending medley of hues, a dichotomy that comes from an eastern belief that masculinity and femininity come from the left and right sides of the body.
Ahead of the drop, we spoke to Ehsani about whether she sees streetwear changing from a male-dominated industry, her relationship to sneakers, and how a trip to Egypt informed this Air Jordan 1’s design.
Tell us about your relationship with sneakers.
As a product designer, the ultimate product for me to design would probably be a car. As a fashion designer, the ultimate product to design is a sneaker. At this stage in my life, they are more functional than anything – but my childhood self still connects sneakers to different iconic cultural eras during my lifetime.
What do you prize most in your sneaker collection? Why?
I spent some time at Standing Rock Indian Reservation a few years back. I forged a relationship with a number of people there with some help from good friends. In the end, I really connected with this couple Jocy Bird and her husband Trae. They hand-beaded a collection of sneakers in the way they would traditionally hand-bead moccasins. At some point, I’m going to put them out there, but I cherish that project and the shoes more than anything else I own sneaker-wise.
How did the link-up with Jordan Brand come about?
I knew someone at Jordan Brand, who brought me out to Portland a while back. I immediately felt the love from the brand, and it organically came to fruition.
What story are you looking to tell with your involvement in the new AJ1 release?
The quote on the shoe says, ‘If you knew what you had was rare, you would never waste it’. This is a quote by Julie Burns Walker, who talks about us still not knowing who we truly are. We’re so much bigger than our roles; we are entities. Each of us are here to bring something really unique to the world that no one else has, but we’re still comparing ourselves to a standard when we are the standard. I really want people to wake up to this and to not be caught up in the compare-and-despair that this era is capitalising on.
What stands out to you about this release (design-wise)?
I took a trip earlier this year to Egypt, and in preparation had done my nails in a certain colourway. I did each nail a different colour, and I loved the combination of colours so much, I wanted to execute them in the context of a shoe. The backdrop of the pyramids and my personal style, combined with the inspiration of my friend Julie Burns Walker and her statement ‘If you knew what you had was rare, you would never waste it’, all kind of came together in a magical way. I incorporated this theme of ‘time is now’ along with the eastern philosophy of the left side of the body being associated with the masculine and the right side being associated with the feminine. The shoe is really meant to be an emblem of ‘you got this, you can do it, you really are who you think you are’.
Streetwear has traditionally been such a male-dominated industry. Have you noticed a change in recent times?
We’re starting to see small changes. I mean, look at what just happened with the Fearless Ones collection. As a female, I was able to collaborate with Jordan Brand on a shoe that I hope inspires many and paves the way for the next generation.
What do you think has helped bring this change about (in reference to the above)?
I think there have been some topical changes, and this is due to more women speaking out and creating a viable demand for some of the products created in this space.
How can the industry continue to increase the opportunities for women in the space?
The industry can work with women and empower them in the same way they empower men, by giving them resources, opportunity and space to experiment and develop the market.
Are you looking to address these concerns with this AJ1?
I think the Air Jordan 1 is a good entry point for what’s possible.
What can we expect from you and Nike in the future?
I’m hoping for a lot of innovation, inspiration and beauty.
Don’t miss your chance to have Melody Ehsani’s new Fearless Air Jordan 1 delivered straight to your door. If you’re in Melbourne, download the EASI app now and get ready to order. You can also pick up a pair from your nearest Foot Locker store. For those not in Melbourne, hit Nike SNKRS on November 15, 10pm AEDT, to secure your pair.