1987-1988 was an outstanding year for Michael Jordan performance wise. Mj won the Slam Dunk contest, All Star MVP, All-Defensive First Team and Defensive Player of the Year. Through all this success, he was wearing the
Air Jordan 3.
Peter Moore (which designed the Air Jordan I and helped on the II) was let go from Nike, as well as Bruce Kilgore. When they had left, Peter and Bruce were trying to convince Michael to leave Nike with them, good thing MJ said no.
Now Nike needed a new designer to make the Air Jordan III. So they went to world famous Tinker Hatfield. His name is known mainly for designing Air Jordan III-XV, and also making a return on the AJ XXs, but Tinker also designed some really nice Nike’s as well. Tinker and Michael worked hard, talked to each other on what were good ideas, and what could “work”. Michael wanted a lightweight shoe, with a lot of durability. So with the
Air Jordan 3 they both decided to make them a Mid top, the first mid top to be seen in the Air Jordan line. On the AJ III model Tinker placed the famous jumpman logo on the back of the shoe, and adding in a “elephant print” on the toe box. Also the IIIs were the first AJ to have a visible air-sole unit.
The inspirations for the AJ III are AJ I and II, the free throw dunk, an elephant, and last, but not least Michael Jordan. Nike’s selling strategy was simple, and great, they had MJ and Mars Blackmon (Spike Lee). After watching these funny commercials you had to go out and buy yourself a pair.
In 1987-1988 when the Jordan 3 just released they sold for $100.00. In 1994 when Nike re-released the AJ III they retailed at 105.00, but just like the AJ I and II models, they hit sales racks. In 2001 and 2003 when the Air Jordan III released one more time, the price tag was $100.00.
The Air Jordan III (3) was released in 1988. The 87-88 season was when Michael would receive his first NBA Most Valuable Player award. He also crushed the competition in the Slam Dunk contest and led the Bull’s to their best result since the 1974-75 season. Well he actually won all the major honors one can think of.
Hatfield takes over
The new shoe was excellent. The design was totally different from the Air Jordan 1 (I) and
Air Jordan 2 (II) and was the first pair of Air Jordans that showed a visible air sole. Behind it stood Tinker Hatfield who since then have designed every
Air Jordan model up to the Air Jordan 15 (XV).
This was also the very first Air Jordan to feature the Jumpman logotype instead of the Wings-logo that was on the Air Jordan 1 (I) and Air Jordan 2 (II).
This might be one of the most popular Air Jordan’s ever. It has won numerous polls when questioning which the greatest sneaker through all times is. Air Jordan fans also freaked out when they retroed this model in 1994. Shoe stores once again had major problems selling them though.
Mars success
Nike created a personality ad campaign featuring the Mars Blackmon character who was created and played by director/actor Spike Lee.
This campaign followed Air Jordan for a couple of years and is definately one of the most appreciated Nike commercial series through all time.
I’d say that the Air Jordan III was a major reason to the Air Jordan line’s overall success.
Retro success
When the Air Jordan III was re-retroed in 2001 it was no surprise they sold very well. However, only three different colors were released and after great pressure from the AJ fans Jordan Brand found they could not escape releasing the Air
Jordan 3 (III) Retro+ - White / Cement Grey - Fire Red in a re-retro version. This was done in 2003.
