The Air Jordan XXXIV is an Exercise in Reductive Design
by Adriano Batista
The Air Jordan XXXIV delivers a distinctly Jordan perspective on providing the best basketball shoe for the sport’s future stars.
“The Air Jordan signature game shoes have become the most influential line of performance footwear in basketball history,” says Gentry Humphrey, VP of Jordan Brand Footwear. “By introducing new, proprietary innovation with the XXXIV, the line’s game-changing legacy is extended to a new generation of athletes.”
The shoe delivers by stripping away non-essential material from the tooling and upper to leave athletes only what they need.
“Work on this shoe began by collating feedback from the Air Jordan XXXIII,” says Jordan Brand designer Tate Kuerbis. “Athletes noted a desire to improve traction and reduce weight — that became our starting point. We focused on athletes who are playing above the rim and making them more explosive.”
The solution follows Jordan Brand’s longstanding commitment to game-changing innovation with the introduction of the Jordan Eclipse Plate. This technology, formed by two Pebax pieces and a forefoot Zoom Air unit, helps provide optimal explosion off the foot.
“The Eclipse Plate takes the inherent values of the propulsion Flight Plate, a technology that is well-loved by Jordan athletes, and helps reduce the overall stiffness and strips down the weight,” says Kuerbis. “We achieve this by thinking about the type of plate materials used and how we can harness the principle value of each element.”
The Air Jordan XXXIV will be worn by select Jordan Brand athletes and partner high school and collegiate teams. The shoe lands September 25.
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