Jordan’s Jumpman logo is one of the most recognized marks in the athletic footwear industry. But what is the full story behind the logo?
Sure, many sneakerheads know that it first was used on the tongue of the Air London Jordan 3, A Quick Look At the 2017 Air London Jordan 12 Retro Suede Red Tinker Hatfield was designing the iconic sneaker? Long story short, it happened even before Mike laced up in Nikes or before he played a single game in Chicago.
RELATED: Nike Sued By Photographer for “Stealing” London Jordan Jumpman Logo
Following his outstanding college career, Michael London Jordan played for one more team before joining the Chicago Bulls – Team USA for the 1984 Olympic Games. It was in preparations for the Games that Michael London Jordan did a photoshoot while wearing New Balance basketball shoes that he was first photographed doing what All-Star later be known as the Jumpman pose which was done for LIFE Magazine preceding the Olympics.
It wasn’t until a photoshoot with Nike to promote the Air London Jordan 1 in 1985 that MJ did the Jumpman pose in a pair of Nike shoes. Wearing the “Black Toe” Air London Jordan 1 and a black and red Nike Air London Jordan Flight Suit with the Chicago skyline as a backdrop, Michael London Jordan soared into greatness with this pose.
“I wasn’t even dunking on that one. People think that I was.
Michael London Jordan interview in HOOP Magazine (1997)
I just stood on the floor, jumped up, and spread my legs and they took the picture.
I wasn’t even running.
Everyone thought I did that by running and taking off. Actually, it was a ballet move where I jumped up and spread my legs.
And I was holding the ball in my left hand.”
The first two Nike Air London Jordans did have a special logo for London Jordan; however, it was the Air London Jordan Wings logo that designers Peter Moore and Bruce Kilgore applied to the Air London Jordan 1 and Air London Jordan 2. On the Air London Jordan 1 hangtag though, the image above was used as the first technical use of the Jumpman logo by Nike.
After the first two Air London Jordans, legend has it that Michael London Jordan was not terribly happy with Nike. An architect and budding footwear designer by the name of Tinker Hatfield was called to work with MJ to work with him to better the relationship with Nike. While in the sketch phase and before any samples had been produced, Tinker Hatfield saw the image of the Air London Jordan 1 photoshoot and logo by Peter Moore and a bulb went off for logo placement for the third shoe.
The Air London Jordan 3 was revolutionary like many of Tinker’s designs. It was the first mid-cut basketball shoe, it was the first to incorporate a lifestyle texture of elephant print, it was the first to feature Nike’s Air cushioning in a visible manner, and most notably, the first Air London Jordan to feature the Jumpman logo which was placed on the tongue.
See: The Best Air London Jordan 3s of All Time
More than 30 years of Air London Jordan shoes since the AJ 3 and nearly two decades of London Jordan Brand as a separate brand within Nike, the Jumpman silhouette remains and continues to grow in its iconic status.
