John Kim 
Designing a new Air Jordan is a challenging process. Jordan Brand has to do whatever it takes to keep it at the forefront of innovation while withstanding the inevitable comparisons to the “golden era” of Jordans that reigned during MJ’s active tenure in the NBA. Is it true that no basketball sneaker will be as heralded as the Air Jordan III or the Air Jordan XI? Perhaps, but it’s unfair to pit the new age against the old because Tinker Hatfield and Mark Smith are always looking to create something outstandingly unheard of and completely new.
Now, that may sound like a contradiction because after all, the Air Jordan XXX uses the same midsole as the Air Jordan XX9, save a few differences measured in millimeters. The reason for this midsole reprising its role is that Russell Westbrook and Jordan Brand’s other key athletes didn’t want it to change at all, and the Flight Plate technology on the XX9 was in fact widely lauded as one of the best cushioning designs ever and shelving it already might’ve been somewhat of a waste.
So what exactly is new with the Air Jordan XXX? The toebox, which features lenticular beads embedded into the Flyweave upper, is a nod to Michael Jordan’s personal style and affinity for the clean toe-box look (which is why he loves the Air Jordan XI aesthetic). Embedded in the toe is a Jumpman logo that appears and hides at different angles. Another innovative design is the padded knit ankle, which allows for a tight fit – a specific demand from Westbrook. The tongues also feature images of North America and Africa, a nod to MJ’s global reach and ethnic roots. Finally, the outsole traction is a bit thicker, which heightens the grip and durability.
The fact of the matter is is that the Air Jordan XXX, or any new Jordan sneaker for that matter, is purely performance. Never will Tinker or Mark compromise performance for aesthetic, because doing that admits that the designer has nothing to offer. This shoe probably has no place as a “Retro” hit, but that’s really up to the public – whether it be the hardcore basketball players or the devoted sneakerheads. The 30th Air Jordan is finally here, and its ready for another thirty whether you’re ready to accept it or not.
The Air Jordan XXX debuts in the White/Black-Wolf Grey colorway on February 12th for $200.
Air Jordan XXX
Color: White/Black-Wolf Grey
Style Code: 811006-101
Release Date: February 12th, 2016
Price: $200
