First Look: Air Jordan 1 “Shattered Backboard 3.0”

Air Jordan 1 “Shattered Backboard 3.0”

Quick Take:

This week, multiple Instagram users began to drop images of the Air Jordan 1 “Shattered Backboard 3.0”. The popular colorway has had two previous iterations, and anticipation had been growing for the third installment this year. However, after many saw the 2019 version of the shoe, the primary response was “this ain’t it, chief”.

Design:

The Shattered Backboard 3.0 features the same black and orange color scheme of its predecessors, but Jordan Brand attempted to really mix it up with a new material. They went with a hybrid patent tumbled leather, something that is not often seen.

Analysis:

This is very, very ugly. Jordan Brand has had blunders, from horrid AF1 Fusions to various non-OG series models that have not done well in the market. They have even released a large number of weak Air Jordan 1 colorways over the years, and created multiple uglier variations of the iconic shoe.

However, taking such an iconic theme and making it this bad is a new low for JB, and has led to more people questioning their direction and strategy than ever. While both patent leather and tumbled leather are revered by many, mangling the two together does not seem to create the optimal product.

Release Information:

The shoes are reported to release in Fall/Winter 2019, but could they get delayed to totally redesign them?

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