There was a fleeting moment not long ago when sneakerheads collectively made the mistake of fearing that Jordan Brand’s broad cultural influence had run its course. Perhaps the decades-long dominance surrounding Michael Jordan’s namesake company had met its crescendo, and would finally begin to take a downward spiral. These grandiose notions didn’t come from brand fatigue or a place of hatred. They were born in adoration.
The elder millennial—born in the early to mid-‘80s—effectively grew up with the company, aligned with Jordan’s on-court legacy and his post-retirement business ascension. How could a company that has been the most successful and transcendent sneaker brand continue its unrelenting grip on the billion-dollar sneaker industry after releasing and re-releasing the best of its catalog? The answer to that loaded question is, equally, the obvious one: they haven’t brought back every coveted sneaker in the Swoosh vault just yet.
While 2019 has already been another hallmark outing for Jordan, with several all-time styles making their way back to retailers, an early look at what’s to come in 2020 proves even more exciting. These three upcoming releases will help define the early moments of 2020 sneaker culture and usher in another highly anticipated year for Jordan Brand.
