Nike released initial images of the Air Jordan Apex Utility in September 2018, but the company has just now released official imagery and information on the new Jordan Brand performance model.
Jordan Brand’s newest training shoe pays homage to the iconic Air Jordan 1 silhouette, with this first colorway featuring the red/black toebox of Michael’s infamous first shoe. Red, black, and white also dominate the shoe’s other features, but similarities with the past end there. The translucent shroud covering the upper reminds of the Nike React 87 (pictured below) and creates a highly utilitarian look. The shroud is held down by a unique eyelet system that wraps around the heel of the shoe, along with a velcro heel strap for added lockdown. Finally, the shoe sits on a white React sole, which again pays homage to the AJ1 while adding new technology.
This shoe seems highly focused on function and utility, rather than the flash of the Jordan Brand, and only features Flight Utility graphics land on the tongue and heel tabs. The Jumpman only adourns the bottom of the shoe.
Overall, this is an exciting direction for Jordan, who had found stagnation in 2018 with lackluster sales results from repeated retro releases and a lack of exciting, new product. In our opinion, this shoe may not be the answer to those problems, as it’s almost too functional for the main Jordan Brand consumer. Still its a step in the correct direction of pushing the technological boundaries of footwear, rather than mashing a few retro Jordan models together.
The Air Jordan Apex Utility is expected to drop soon at select Jordan Brand retailers and nike.com for $200 USD.
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