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Jordans in 1985 and now
Editor note: Around the country, at shoe stores and malls, a scene repeated itself early Friday morning. Teenagers went crazy trying to buy a pair of shoes. It not a new scene. The Air Jordan shoe has been stirring up shopping frenzies since it was introduced back in 1985. This year Nike brought a 1996 design, lighting a fire under fans once more. To get a taste of what the original shoe craze was all about, we looked back to Dec. 28, 1985 and this piece from The Post Style section: for the Chic Sneakers. black, white and red all over?
The Air Jordan I was banned by the NBA for violating a uniformity rule.
It that hightop basketball shoe you probably bought your teenager a few months ago. If you wince at the memory of the $65 price tag, be consoled. You not alone; between 2 1/2 and 3 million other people bought the sneaker this year in a streetfad whirlwind that made it a legend, at least in the annals of sports shoes. And perhaps in the annals of feet.
The shoe has brought Nike about $105 million since last March, according to the company. far and away the most successful shoe in the history of athletic footwear, says Chris Van Dyke of Nike. would have considered it successful if we had made $2 million to $8 million the first year. its 10month sales blitz, the Air Jordan far outdistanced even the Stan Smith tennis shoe, which has sold about 7 million pairs over a period of more than 10 years, according to David Falk, senior vice president of ProServ, the sports management company that represents both Jordan and Smith.
It all started on Oct. 15, 1984, at a preseason game, when the Chicago Bulls heroic Michael Jordan landed on the court sporting his team colors on the most unlikely looking pair of hightops black leather with a red Nike stripe and red laces.
As legend goes, the NBA soon threatened to discipline the highjumping Jordan. There would be a fine of $5,000 if he dared to play an NBA game in those unorthodox things again. Wearing them was some kind of technical foul.
This was more than the seduction experts at Nike could have hoped for. The ads appeared immediately: Jordans, too hot for the NBA. The world of basketball watched Jordan return to the court in modified shoes; Nike had added white, a traditional basketball shoe color, to the Air Jordan line. Then the NBA said, okay. We give in. March, parents around the country have been saying the same thing.
It is widely supposed that black urban teenagers were the Air Jordan trendsetters. our business,[link widoczny dla zalogowanych], it all you do, look at feet, says Dave Fogelson at Adidas, which is coming out with its own autograph Patrick Ewing shoe in May, the kids in the urban areas are the first to recognize the new trendy shoe. It very important to them, it a part of their interests and culture, and so they save up and buy these shoes. the parents didn give in, the kids themselves lined up with the cash to blow. summer job program for young adults put many a kid in Jordans. were fashionconscious kids, Fenty says.
From the city the craze spread to the suburbs, and from the young it spread to the younger and to teens at heart. In most cases, claims the corps of shoe sales clerks, the kids came in dragging their parents to the Jordans. Many, but not all,[link widoczny dla zalogowanych], parents were convinced. One mother in Silver Spring says when the craze expensive tennis shoes started, I put a ceiling of $35 on all my kids shoes. were a pretty priceinsensitive product when they first came out, says Pete Cain, manager of the allNike store on M Street, about the rather hefty price tag of the shoes. nobody was complaining about it. People were so hot after the shoe that they didn care. We got 65 pairs in midMarch which sold almost immediately . . . There really hasn been anything like it before, which added to the excitement. however, just another basketball shoe on the shelf,[link widoczny dla zalogowanych], says Cain. definitely not at their peak anymore. The hysteria is gone. hard to keep the fad alive, Nike may be running rubber into the ground. The company introduced all kinds of Jordans in time for the holidays: Jordans for ages 5 to 11, and even hightop Jordans in infant sizes. And for those turned off by a hardtocoordinate blackandred pair of shoes, there are new colors, much more white with a timid blue swoosh.
Nike Van Dyke explains that life cycle for shoes in this industry is getting shorter and shorter. Many companies aren going to be able to keep up with the pace. We spend $80 million a year in product development just to keep up. in the Air Jordans is a snappy reference to both the basketball player with a reputation as a and the innersole that Nike claims cushions the feet against shock.
tend not to see a problem with a shoe design until the shoes have been out two years, says Dr. Paul Taylor,[link widoczny dla zalogowanych], podiatrist for the Washington Bullets, I don expect any with the Air Jordan because the aircushioned sole has been used on their running shoes very successfully. turned its focus to creating a better basketball shoe three years ago by incorporating improvements used in the company running shoes since 1978. more impact in basketball than in running, and fortunately because of their popularity, the shoe industry has decided to improve basketball shoes, adds Taylor. Now, he says, the top shoes made by the major manufacturers are excellent, but need to be individually fitted because feet are different. with the downtoearth trend of his namesake shoe, Michael Jordan himself has been grounded lately. The 6foot6 player has been recuperating since Nov. 4 from a broken navicular tarsal (a tiny bone in his left foot).
The influence of the Jordans on the athletic shoe industry, however, isn fading. People have gotten used to the look of hightops in often strange teamcolor combinations. Reebok, the biggest name in tennis and aerobic shoes this year, has come out with a women hightop, in solid colors and in the thin, soft garment leather Reebok has made popular. Although many women have been stealing over to the men shoe section for years, Fenty says, Reebok created a whole new market in women hightops . . . particularly in solid black. probably because of the Jordan, team colors are big news for sneakers. Georgetown basketball team shoe is new this season, in light gray with dark gray trim (and written on the back), made for them by Nike as part of its new colors program. It will be sold in area stores as well. Ten other colleges this year ordered teamcolor sneakers, including St. John Syracuse, North Carolina State and Villanova.
On a recent Saturday,[link widoczny dla zalogowanych], Patrick Ewing stepped onto the Madison Square Garden court for the first time wearing his new shoe. No,[link widoczny dla zalogowanych], it not the Ewing shoe. It called Conductor, and Ewing will wear it in the Knicks team colors royal blue and orange.
Come this spring, the teenagers new chant may be, Ewings, gotta have gotta have gotta have
An earlier version of this Blogpost story inaccurately reported that Nike had brought back the original Air Jordan design. It has brought back a 1996 design. The story has been corrected.
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