#ShoeAndTell with Jason Mayden

Super Heroic CEO + Co-Founder and former Design/Innovation Sr. Exec at Nike + Jordan Brand, Jason Mayden has been sharing some BTS info about some of the many projects he’s been involved with via his #ShoeAndTell series on Instagram.

The one below specifically details the design journey behind the Air Jordan 2009 –

“⚡️#ShoeAndTell | With @jumpman23 | In 2009 I was given the opportunity to be the lead Designer for the game shoe aka the Air Jordan. We had just celebrated the wildly successful 23rd anniversary and we were in the beginning stages of planning the 25th anniversary. So you can imagine how divided the brand was during this creative process. Some people wanted to make it happen. Some people wanted to take the year off. Me, I just wanted a chance to work with my hero the 🐐#MichaelJordan. I decided to focus on which I believe was one of Michael’s greatest weapons. This led me down the path of studying close combat footwork techniques that focused on the manipulation distance. Surprisingly, Fencing 🤺 would be the exact combat sport that had all of ten qualities that we were looking for. Once we identified defensive footwork as the innovation insight, we had to determine the best method to enhance an athlete’s ability to “get to the spot” before their competition. Naturally, propulsion served as the basis of our research which yielded the an innovation that would become the forefather of plated Zoom. We created what was called “Articulated Propulsion Technology” aka A.P.T and the rest was history.” – Jason Mayden

For more #ShoeAndTell articles, head to Jason’s Instagram.

 
Mr. Bailey

Product Designer + Footwear Architect | Founder of @ConceptKicks | www.MrBailey.co.uk

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