Flight School: How Nike Air Launched the Legend of Michael Jordan
When Nike signed rookie Michael Jordan to an endorsement deal in 1984, neither party could have predicted the backboard-shattering impact their partnership would unleash. Nike’s pioneering Air cushioning didn’t just elevate MJ’s hangtime – it helped launch the mythology of Michael Jordan into the stratosphere. Backed by a revolutionary marketing campaign and Jordan’s God-tier play (Larry Bird’s words, not ours), Nike’s Air tech propelled the Jumpman into sneaker superstardom. Nearly four decades later, sneakerheads are still catching their breath from the cultural shockwave. In this feature, we’re taking a closer look at the classic era of Air Jordan tech – from the hidden Air unit in the Air Jordan 1 to the debut of Zoom Air in the Air Jordan 12 – that helped redefine basketball performance and style forever.
Houston, We Have Cushioning: From Gas to Greatness
Originally developed by aerospace engineer Marion Franklin Rudy, Nike’s Air cushioning technology involved capturing inert gas in a tough, flexible membrane to create a system that was both lightweight and durable. First introduced in Nike’s 1970s running catalogue, Air tech eventually made its way to the hardwood with Bruce Kilgore’s Air Force 1 in 1982.
Three years later, Nike’s patented tech would reach gravity-defying heights with the Air Jordan 1. Designed by the legendary Peter Moore (also the brains behind classics like the Nike Dunk), the Air Jordan 1 featured an encapsulated Air unit in the heel, offering premium impact protection and lightweight cushioning. Compared to traditional methods, this innovation gave Jordan enhanced speed and agility on court.
The Air unit was also said to reduce stress fractures and joint pain – both common concerns among hoopers. While the Air in the AJ1 was hidden in the heel, it wasn’t until 1987’s Air Max 1 that Nike would rip the curtain down entirely and showcase visible Air through a transparent window.
Air You Can See!
As the popularity of Nike Air soared, the Swoosh’s R&D team continued to explore new ways to showcase the technology. In 1988, inspired by the Air Max 1, Nike introduced visible Air to the Jordan line for the first time with the Air Jordan 3.
A history-defining return to form, the AJ3 played a crucial role in repairing the strained relationship between Nike and Michael Jordan – who had reportedly been eyeing a move to adidas following the lukewarm reception of the Air Jordan 2. Enter Tinker Hatfield. A trained architect turned sneaker visionary, Hatfield stepped in after Peter Moore and Rob Strasser left the company. His debut design fused luxury aesthetics with performance precision, drawing inspiration from high-end cars and fashion to deliver a look and feel tailored to Jordan’s exact needs.
The Air Jordan 3 featured visible Air in the heel and encapsulated Air in the forefoot, providing enhanced cushioning and court feel. Paired with the debut of the now-iconic elephant print, the AJ3 quickly became a must-have. Its mid-cut design struck the perfect balance between support and mobility, while its marketing roll-out sealed the deal: the first appearance of the Jumpman logo and unforgettable Spike Lee commercials featuring his character Mars Blackmon shouting, ‘It’s gotta be the shoes!’
Building on the runaway success of the AJ3, Nike doubled down on visible Air with the Air Jordan 4, released in 1989. Another Hatfield tour de force, the AJ4 introduced rubber mesh sidewalls and winged ankle straps. It also made a cultural splash in Spike Lee’s classic Do The Right Thing, when Buggin’ Out (played by Giancarlo Esposito) has his pristine ‘White Cement’ AJ4s stepped on by a Celtics fan – a cinematic moment forever etched in sneaker lore!
The Bridge to Greatness
Between the Air Jordan 4 and the legendary AJ11, Nike continued fine-tuning the formula. The Air Jordan 6 introduced a molded heel tab and internal neoprene sleeve for better fit and lockdown, while still featuring visible Air in the heel. The AJ7 swapped visible tech for a sleeker build and borrowed Nike’s Huarache system to wrap the foot in a snug, sock-like fit. Though MJ temporarily stepped away from basketball after his third championship, the AJ8, AJ9, and AJ10 maintained Nike’s commitment to Air – using encapsulated units and lightweight phylon foam to keep the line performance-ready for his eventual return.
Full-Length Flex: The Tech Beneath the Tux
Few sneakers are as universally beloved as the Air Jordan 11. Still considered by many to be the crème de la crème of the Jumpman legacy – and Tinker Hatfield’s personal favourite – the model first debuted in 1995. Laced up by MJ during his triumphant return to the NBA and the Bulls' unforgettable 72-win season, the AJ11 made an immediate impact both on and off the hardwood.
It was the first Jordan to feature patent leather uppers, wrapping the lower half of the shoe to protect the polymer-coated ballistic nylon and delivering a sleek, formal finish. Jordan famously requested a sneaker that could be worn with a tuxedo, and decades later, the AJ11 is still a go-to for weddings and special occasions.
Underfoot, the translucent sole revealed an innovative carbon fibre shank, while the AJ11 also became the first in the series to introduce full-length Air cushioning from toe to heel – offering next-level performance that matched its luxury looks.
Zoom, Zoom: A New Kind of Lift-Off
Nike Zoom Air technology launched in the mid-1990s as a game-changing evolution of the brand’s original Air cushioning. At its core, Zoom Air features tightly stretched tensile fibres inside a pressurised Air unit. When compressed, the fibres pop back into place, delivering a snappy, responsive ride with improved energy return and impact protection. Because the units are ultra-thin, they allow the foot to sit closer to the ground – enhancing court feel, stability, and control. Zoom Air can also be placed anywhere in the sole, from heel to forefoot to full-length, depending on the sport’s specific demands.
Zoom Air debuted on the Air Jordan 12, a cult favourite in the Jumpman flight deck that often flies under the radar. Inspired by Japan’s Nisshōki (the Rising Sun) flag and a 19th-century women’s dress boot, the AJ12 features radiating stitched lines that resemble solar rays. But it was Michael Jordan who really made the shoe legendary, donning them during the legendary ‘Flu Game’ of the 1997 NBA Finals during which he dropped 38 points while visibly ill. The Bulls went on to win, and the AJ12 became a symbol of MJ’s iron will.
Following the success of Zoom Air, Nike expanded the tech across its catalogue – spanning running, basketball, football, and training – and ushered in a new generation of lightweight, high-performance footwear.
From the moment Nike introduced Air cushioning into the Jordan line, flight was no longer just a metaphor – it became the foundation of a legacy. Whether it was the hidden heel unit in the Air Jordan 1, the visible windows of the Air Jordan 3 and Air Jordan 4, the full-length flex of the Air Jordan 11, or the debut of Zoom Air in the Air Jordan 12, Nike’s evolving tech didn’t just keep up with Jordan’s greatness – it elevated it.
It all started with Air: light enough to fly, strong enough to carry a legacy, and powerful enough to launch a cultural icon into orbit. Mars Blackmon said it best.
For more on the Jumpman legacy, make sure to check out every single Air Jordan retro dropping in 2025.