What can I tell you about the Air Jordan III that you haven’t already heard a million times? It showcased the introductions of the Jumpman logo, elephant print and Visible Air in an Air Jordan sneaker. The III picked up right where the II left off by incorporating luxurious materials into a basketball sneaker engineered for the greatest player on earth. The III did include more Nike branding than its predecessor by including the Nike Air logo onto the back of the sneaker. Many kids who’ve grown up with the Jumpman became accustomed to Mike’s silhouette on the back of the sneakers until last year when Nike stepped up the sneakers and price with the inclusion of the original branding on the plastic heel of the Air Jordan III.
The Air Jordan III also marked the introduction of Mars Blackmon into the Air Jordan advertising campaign. This pairing by advertising agency Wieden + Kennedy still stands as the greatest sneaker marketing initiative of all-time. Although Spike Lee focused on Mike’s super-human and gravity defying persona on the court, the ads came off lighthearted and showcased Jordan as a budding young superstar. There was nothing better than a new Spike and Mike commercial getting introduced during All-Star weekends in the late 1980’s. This sneaker still remains one of (if not) the best designs of all-time.