Jordan Brand showcases its newest silhouette on Bonifacio Global City’s One Bonifacio Mall through a three-dimensional signage. The near-30 second advertisement tributes the Air Jordan bloodline, showcasing the first eight models before segwaying to the newest hardcourt entrant, the Air Jordan XXXVIII.
Following the coveted line’s introduction in 1984, Jumpman embraces its 38th member filled with basketball excellence. The pair’s “Fundamental” colorway peers into the red-white-black Chicago threads as an ode to the culmination of the first three-peat in ‘93. Highlighting the feat, the embroidered upper features 41 crosshatches on the collar, representing Jordan’s 41-points-per-game average for the series, with the three medial side diamonds symbolizing the Chicago franchise’s third consecutive championship.
Describing the concept of “total control,” the pair translates Jordan’s greatness on foot, featuring a newly constructed X-Plate technology built to handle the strenuous intricacies of Jordan-esque footwork. Derived from the structure of the Air Jordan VIII released the same year, the redesigned utility comes from the brand’s exclusive plate technology development as the successor of the Flight Plate to the Eclipse Plate—providing a low-to-the-ground feel through precise lateral movements.
Peering into the Swoosh’s pledge of moving towards zero, the Air Jordan XXXVII is the brand’s most sustainably made model, comprising at least 20 percent recycled material by weight.