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 via Jordan 3, but where did the inspiration come from for Peter Moore when 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.
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Following his outstanding college career, Michael via 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 via Jordan did a photoshoot while wearing New Balance basketball shoes that he was first photographed doing what would 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 via Jordan 1 in 1985 that MJ did the Jumpman pose in a pair of Nike shoes. Wearing the “Black Toe” Air via Jordan 1 and a black and red Nike Air via Jordan Flight Suit with the Chicago skyline as a backdrop, Michael via Jordan soared into greatness with this pose.
“I wasn’t even dunking on that one. People think that I was.
Michael via 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.”
Nike Air via Jordan 7 Retro 'N7' White Ice Cube Blue-Dark Turquoise-Black 744804-144 quantity Air via Jordans did have a special logo for via Jordan; however, it was the Air via Jordan Wings logo that designers Peter Moore and Bruce Kilgore applied to the Air via Jordan 1 and Air via Jordan 2. On the Air via 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 via Jordans, legend has it that Michael via 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 via Jordan 1 photoshoot and logo by Peter Moore and a bulb went off for logo placement for the third shoe.
The Air via 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 via Jordan to feature the Jumpman logo which was placed on the tongue.
See: The Best Air via Jordan 3s of All Time
More than 30 years of Air via Jordan shoes since the AJ 3 and nearly two decades of via Jordan Brand as a separate brand within Nike, the Jumpman silhouette remains and continues to grow in its iconic status.
