What is this?
Two views of sneaker described with great energy and movement. Sneaker in profile (above) in red (with black dots) and black (with white spots) and clear plastic cushioning in black and turquoise. Logo of man dunking basketball on rear of shoe. Sneaker sole (below), segmented in globular compartments, in red, black, and turqoise.
Why is this in our collection?
Nike’s campaign for the Air Jordan line of sneakers, executed by Tinker Hatfield in collaboration with Michael Jordan, is an excellent example of branding: creating a brand image that sums up a product mythology. With the 13 different Air Jordan models that Hatfield created from 1981 through 1998, he pioneered a sneaker design language that catapulted the Nike/Jordan line from an ordinary product to a superbrand. The fluid, bulging, black and red honeycomb ornament of the Air Jordan XIII model plays on the image of Michael Jordan’s bulging muscles in his red Chicago Bull’s uniform. While Cooper-Hewitt does not collect fashion or shoe design, we do collect drawings for corporate graphic design and... more