2020 Proves To Be The Year Of The Air Jordan 4
Since the dawn of time, Air Jordan has been one of the most coveted brands when it comes to sneakers. Regarded as the Holy Grail for kicks by Sneakerheads, Nike - the parent company of the Jordan brand - is one of the most valued footwear companies in the world with an estimated value of about 34.8 billion dollars as of February 2020!
Jordan or Air Jordan, as it is famously known, is a brand of sneakers and athletic as well as casual apparel produced by Nike. What initially started as a series of basketball shoes produced particularly for Michael Jordan has now become a global phenomenon and an unbeatable entity.
The brand has produced several silhouettes ranging from the Air Jordan 1 to Air Jordan XXXIII which release in multiple colourways and renditions every year.
Jordan as a brand has always been open to collaborating with different designers and stores from around the world to release new, creative takes on their silhouettes. The Air Jordan 1 has seen the maximum number of collaborations and colourways being released and is one of the most popular silhouettes the brand has to offer.
However, one Jordan silhouette that has also seen great success over the years is the Air Jordan 4.
The AJ 4 was launched back in 1989, one year after the successful release of the Jordan 3 silhouette. Designed by illustrious designer, Tinker Hatfield, Nike and Hatfield had the added responsibility to pick up where they left off and follow up the successful release of the Jordan 3 - the result was a silhouette that has been regarded as one of the best designed Jordan sneakers ever.
The AJ 4 was initially introduced in 4 colourways following the same schemes of the AJ3. The sneaker was released in two white-based Chicago Bulls inspired colourways , a black-based colourway, and a white and blue colourway (Military Blue version) that retailed for $100 back in 1989!
What really stands out in terms of the design, personally, is the cage accents that feature on the different parts of the shoe.
Although the Jordan 4 does not boast of any groundbreaking tech features, everything about the sneaker is functional and aesthetically pleasing. The 4 also was responsible in bringing the attention to the Mid Top height - a revelation for people who were not fans of the high top.
The year 1999, 10 years after its initial launch, saw the return of the 4 as a retro release with the 'OG' colourways continuing to retail at $100.
Retro releases are now fairly common with multiple brands releasing retro colourways and silhouettes to cash in on the trend and craze of sneakers that the world is going through right now. Limited edition releases are harder to get than ever and the prices on the resale market are exceptionally high which make certain sneakers inaccessible to a lot of people increasing the hype and credibility of the pair even more.
The Jordan 4 silhouette, however, has stood the test of time as well as the ever-changing preferences of consumers to emerge as one of the most sought after sneaker's across all brands.
2020 has definitely been a significant year for this silhouette.
With numerous collaborations and colourways released (and some still to be released) this year, the hype and demand surrounding the AJ 4 has reached unprecedented heights. 2020 has already seen standout drops such as the AJ4 Metallic Pack, Retro SE 'Neon', 'Rasta', AJ4 x Union LA collab, Off White x Jordan 4 collab and awaits the yet to be released renditions AJ4 Retro SE 'Deep Ocean', 'University Blue' and AJ4 collaboration with French football club, Paris St-Germain.
Special mentions also go out to rapper Travis Scott, who can easily be held responsible for the resurgence of the Dunks and has already collaborated with Nike on the 'Cactus Jack' AJ 4s, significantly increasing the silhouettes market (and hype) value, as well.
Take a look at some of our top picks of the recent AJ 4 releases that truly make the silhouette a standout in 2020.
The Air Jordan 4 Metallic Pack:
First teased by maverick producer DJ Khaled on his IG stories, The Metallic pack saw a release in four colourways dubbed 'Court Purple', 'Pine Green', 'University Red' and 'Team Orange'. The sneakers featured a clean all-white look with the significant colours accenting the tongue, lace cages and the Jumpman heel signals.
The Off White x Air Jordan 4 'Sail':
Anything the brand Off White attaches its name to becomes one of the most anticipated and eagerly awaited drops of the season. This collaboration was no different.
Sporting the perfect colourway for the summer the sneaker boasted a creamy hue complimented by white netting and black text featuring 'AIR' in signature Off-White quote marks printed along the rear midsole.
Air Jordan 4 x Union LA:
For this collaboration, Jordan joined hands with long time partners and LA-based boutique, Union to see the release of two colourways, 'Off-Noir' and 'Guava'.
The Off-Noir features a palette of black, white, red, and blue and the material is plush fabric similar to that of a 'Birkenstock' sandal.
One of our favourite colourways of the Jordan 4 this year is the 'Guava'. Guava features more neutral tones with some bright, almost neon-esque, hot pink and electric blue accents. The upper is masked in a pastel pink with other parts of the shoe featuring subtle shades of pastel blue.
Both the sneakers sport a vintage yellow sole giving it a slightly retro vibe.
While the AJ 1 may still be regarded as the most famous Jordan silhouette, the AJ 4 has held its own and made a place for itself in the plethora of silhouettes under the Jordan brand umbrella.
With the vast array of colourways, styles and collaborations that have been released of the sneaker this year, the silhouette has proved that there is something available for everyone and provides a variety of options to sneaker lovers and fans to choose from. It is clear that the sneaker was destined for the popularity it boasts of today and has definitely claimed 2020 as one of its defining years.