Matt Varga The NBA’s ban of Michael Jordan’s shoes in 1984 is one of the most canonical stories in sneakers. On top of adding a deep narrative layer that propelled the Air Jordan 1 “Bred” to become among the most important colorways ever, it assisted in propping up the Swoosh early into its foray in basketball. We don’t need to tell you how they’ve done since. As we stare down the earnest start of the Jordan Brand 40th anniversary, it only makes sense for them to revisit that formative moment, but for 2025, there’s a new spin on that same old story.
As a quick, quick refresher for those who may have forgotten the specific details: in a 1984 preseason game, MJ suited up in a black and red edition of the Air Ship (not the Jordan 1 as is commonly understood in the public consciousness.) Due to the shoe not aligning with the NBA’s uniform standards at the time (its chief violation was not sporting more than 50% white), the league announced they would fine the then-rookie, something Nike would utilize heavily in its marketing materials as Jordan’s first signature shoe rolled out.
Instead of simply retelling the story, this time, Jordan Brand asks “what if we didn’t pay that fine?” How would the sprawling Nike empire and the footwear scene in general look without that origin story and the totemic success that followed? Select teasers and a short video spot have established this concept well, but as we careen towards the shoe’s expected February release, this game of hypotheticals is sure only to get deeper.
Promo from the brand itself is one thing, but the renewed push behind the Air Jordan 1 “Banned” has begun to spread outwards, with the Jumpman enlisted storied sneakerhead Fabolous for a splashy public preview. Courtside at the Knicks’ Christmas game, Fab sported an early pair but stopped short of giving a comprehensive on-foot look, instead censoring the shoe out with solid black bars.
Finally, as we look ahead to what Beaverton may have in store as the Air Jordan 1 “Bred” draws closer, flash back to 2016 to contrast with their rollout strategy surrounding the shoe’s last retro release. There, the past met the future as the Air Jordan 31 debuted, and brand dollars were allocated in line with that significant milestone. Here, what we’ve seen so far, and even the shoe’s build, using the Air Jordan 1 High ’85 build, is aimed at reviving the moment as true to life as possible.
Your 40th birthday only comes once, and amid public conversations that the heat around Jordans has stumbled, the brand is ensuring they’re celebrating in loud, monumental fashion. Stay tuned for additional updates on Jordan Brand’s rollout strategy for the Air Jordan 1 High ’85 “Bred.” The shoe itself is expected to drop in close proximity to All-Star Weekend, with a date currently set for February 14th.
WHERE TO BUY
Air Jordan 1 High 85
US 02/14/2025 Friday
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| Retailer | Release type | Status |
|---|---|---|
| Nike SNKRS US | Coming Soon | Coming Soon |
| Sneaker Politics | Coming Soon | Coming Soon |
| Concepts | Coming Soon | Coming Soon |
| Foot Locker | Coming Soon | Coming Soon |
| Finish Line | Coming Soon | Coming Soon |
| JD Sports US | Coming Soon | Coming Soon |
| Champs | Coming Soon | Coming Soon |
| TAKOUT NY | Coming Soon | Coming Soon |
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- Air Jordan 1 Hi ’85 “Bred” JD Sports UK
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- Air Jordan 1 Hi ’85 “Bred” JD Sports UK
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- Air Jordan 1 Hi ’85 “Bred” JD Sports UK
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- Air Jordan 1 Hi ’85 “Bred” JD Sports UK
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- Air Jordan 1 Hi ’85 “Bred” JD Sports UK
