Jordan Brand Vp Design David Creech Philosophy Air Jordan 33 1

Jordan Brand's VP of Design Talks Future Philosophy

Date: September 18 2018

By: T.S. FOX


Based on the teaser that surfaced earlier this month, the Air Jordan 33 is preparing to take flight. Ahead of the drop, none other than Jordan Brand's VP of Design, David Creech, has penned a piece regarding the future of the Jumpman and, in particular, the latest entry in the Air Jordan lineup.

'As we focus on the future, we need to lead with innovation,' writes Creech. 'We call this Flight Utility, and it's about designing for the future — extrapolating from the core Jordan Brand DNA along an innovation and function-first approach. As designers, we see ourselves as problem-solvers. When you start with innovation, it leads you to someplace new.'

According to Creech, the Jumpman's new design ethos is best exhibited by the upcoming 33.

'This shoe arrives from balancing an opportunity in innovative, data-backed design with an aesthetic that speaks to what feels uniquely true about Jordan Brand. It also stems from something we believe in deeply: that audacious athleticism is what takes sneakers into the future. Leaps of faith and daring are the best places from which to imagine.'

Ultimately, Creech sees the 'Flight Utility' concept as the catalyst for an all-new design language at Jordan Brand as the Swoosh imprint looks to adapt to both athletic and aesthetic shifts.

'After all, for us at Jordan Brand, conquering change is second-nature,' he says.

Head on over to to read Creech's piece in its entirety, and stay tuned for the first look at the future of Jordan Brand.

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