PREPARE TO FLY: AIR JORDAN XXXIII
After teasing us over the last week and a half, Jordan Brand finally unveiled their latest sneaker — the Air Jordan XXXIII. The signature shoe of Jordan Brand also features Nike’s FastFit technology which aims to provide ultimate lockdown to prepare athletes for flight.
“From day one, we’ve taken pride in the Air Jordan game shoe, where we focus on athlete insights and the latest innovations to create silhouettes that are distinctly Jordan. That balance also allows the game shoe to continually revolutionize both in sport and style.”
“Flight has always been part of our Jordan DNA,” says Jordan Brand Vice President of Design David Creech. “Our team considered the utility-led design of space flight suits and used that inspiration to help craft the AJ XXXIII. Like those suits, the shoe features visible technology designed for function, but that also becomes a staple style element.”
One noticeable thing with the Air Jordan XXXIII is FastFit, wherein we encounter a new system sans the traditional laces. Here’s how FastFit works:
- Loops on the tongue and heel allow easier entry
- The tightening system activates its cables with a single tug of the forefoot strap, creating a full 360-lockdown
- Eject by pulling the side loops to release the cables
We’ve seen similar technology but never done for basketball. Designer Tate Kuerbis describes it as “pull on and go.” Release it when you’re on the bench, and activate while in play. The shoe promises 360-lockdown while you’re on court. That alone is innovation worth trying out.
“Applying FastFit allowed for a balance of art and science in the design,” says Kuerbis. “We were inspired by how space suits look and function. It’s all very utilitarian, and the various elements and what they do are all clearly called out. Thinking about this led us to highlight the pull cord, eject cord and the inner workings of FastFit, and make the function integral to the aesthetic and graphic integrity of the design.”
Just like all the Jordan models post the Air Jordan XXX, the XXXIII features design cues from the past. The window to the tightening system is pretty much like the first ever visible window found on the Air Jordan III. You’ll also notice the return of Nike Air on the heel tab, just like the III, IV, V, and VI. Lastly, the extra large tongue (yes, I do think it’s pretty huge for the overall design) is a call back to the huge tongue on the III as Tinker made it.
“The ability to infuse our design innovation with our profound Jordan DNA has enabled us to deliver a statement on and off the court,” says Jordan Brand VP of Footwear Gentry Humphrey.
Rounding out the XXXIII’s design is the latest iteration of the Flight Speed platform and Nike Zoom Air unit. A circular cut-out reveals the FastFit mechanism, where you can see how it tightens and loosens up. With Flight Speed, Zoom Air, and now FastFit, Jordan Brand’s commitment to the evolution of basketball footwear is stronger than ever.
The Air Jordan XXXIII launches October 18.
Here are some of the prototypes Kuerbis made for the Air Jordan XXXIII. Below are Jordan Brand athletes Maya Moore and Victor Oladipo wearing the Air Jordan XXXIII.
