A Conversation with Undefeated’s Eddie Cruz
Posted by Peter Sim | Dec 12, 2008
Air Jordan IV UNFTD
Undefeated has a number of collaborations under its belt, but one of the most sought after is the UNDFTD x Air Jordan IV. How did it come to life and what it was like to collaborate on a Jordan signature shoe?
Mark Parker, Tinker Hatfield, and Lance Armstrong came by the Undefeated La Brea shop. Tinker asked me what my favorite kick of all time was, and I told him I loved the AJ4’s! So, he picked up the phone on the spot and called someone at the Nike Campus. While on the phone, he asked me what I had in mind - I had to think fast, so I showed him my BlackBerry, which at the time was in a bluish color. A few weeks later, I saw the sample. They were inspired by the Blackberry.
I honestly wasn’t feeling them though so I asked if I could come up with another concept. I’m really into military sh*t, so I took a MA1 jacket and applied the colors to the Air Jordan. Olive green with an orange lining. I called them the “MA-AJ-4’s”. In order to sell them in a fair diplomatic way, I created an auction site to sell them and they averaged about $4000 a pair. The other pairs were sold by raffle - the Undefeated shops got some pairs and I gave Union NY, Mad Hectic in Japan and Foot Patrol in London 5 pairs each.
Undefeated Billboard Project with KAWS
Out of all the collaborative projects that UNDFTD has taken part in, which have been the most enjoyable?
I love working with artists. I probably took it for granted at the time, but our collaboration with KAWS was great. It’s cool to see brilliant artist interpretation of our brand. He did a billboard for us a few years ago.
What can we expect from Undefeated in the near future?
We’re going to keep it moving. Lots of sneaker projects, artist collaborations and events. I’d like to tune up all current Undefeated shops and improve our web game. Feel me?
Upcoming UNDFTD x Reebok Pump Fury based on the Daft Punk helmet
Dec 25, 2008 at 6:40 am
he’s about 55. undefeated is all that. they don’t need us. we need them. believe the hype. customer service isn’t where it’s at in the new world economy. yeah, we dig.
Dec 15, 2008 at 10:24 am
Cool article nice to hear from the owner on shops like this. I have been to the Las Vegas shop twice this year and the guys have been very helpful. my visit was at least about 3 months apart and the manager even remembered me.
Dec 14, 2008 at 9:52 am
I got a lot of respect for the company and im feeling a lot of their fitteds too…Been to the shop a few times, wasnt very pleased with the help there…Sort of felt like walking into Supreme, where everybody feels they have 1 up on you just cause they work at Supreme…Hype gets to peoples heads…
Ive never met Eddie though, seems like a cool dude
Dec 14, 2008 at 6:48 am
^^ 72 Pairs total I think….
Dec 13, 2008 at 4:44 pm
just how many of those UDFTD 4s were made? just curious…
Dec 13, 2008 at 2:42 pm
those AF1s are 50k
Dec 13, 2008 at 9:52 am
i love those 4s and that new converse collab undefeated is a very fly store
Dec 13, 2008 at 2:01 am
those af1’s are crazy… where can i cop/
Dec 12, 2008 at 7:36 pm
LOL 4 grand please when i heard that while back i had no words to say they aren’t better then cement IV not even military IV my favorite
Dec 12, 2008 at 7:19 pm
how old is eddie cruz? I’ve been to undefeated once (Los Angeles) but they peoples didn’t help me at all, as if they’re all that cause they work there. *tsk tsk*
Dec 12, 2008 at 7:00 pm
I have nothing but mad respect for Eddie and the whole undefeated fam. Much props to nice kicks for doing this interview - a great Friday read.
Dec 12, 2008 at 6:12 pm
nice…..NICE!!! thanks guys.
Dec 12, 2008 at 6:03 pm
Nice Interview. I am a huge fan of UNDFTD, and I’m all about taking a peak inside one of the owner’s heads.
Dec 12, 2008 at 5:38 pm
Great read.
I have always wondered how that Jordan IV collab came about.
Is it just me or has Nice Kicks become the hands down greatest sneaker site?! You guys are doing great things…PLEASE keep it up NK!