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Jordan Brand stands in the midst of a critical turning point. They’re working tirelessly to become less dependent on industry-driven retro releases, which has been their lifeblood for years on end. With the excitement surrounding the Air Jordan XXXIII and the Flight Utility collection that was unveiled alongside Michael Jordan’s 33rd signature silhouette earlier this month, Jordan Brand finally has the wind behind its sails removed from decades-old designs.
The Jordan Proto-Max 720 sets that vibration with a thunderous ripple. Widely seen as the anchoring Air Max cushioned shoe within the Flight Utility series — an offering that also champions Nike’s budding React tooling — takes generously from the yet-to-be-released although widely anticipated Air Max 720.
Stamped and subsequently held up as Nike’s latest cushioning innovation, Air Max tooling orbits the mid-cut silhouette from heel to toe. The lightweight tooling is compounded with a feathery ripstop textile upper stabilized by adjustable heel straps that enable customization in fit.
By in large, Jordan Brand betting on themselves and its in-house talent is paramount; it’s as important as the shoe itself. Moreover, aggressively looking to invigorate the lowly performance-basketball market is a task they should approach with great confidence. After all, almost any time the market has thrived, its success was hugely hinged upon and/or centered around Nike products.
The validity of Jordan Brand’s retro market won’t soon change. Success in addition to that consistency is what the Jordan Proto-Max 720 could represent. Look for the shoe to release in 2019.
