Jordan Brand is marking the 30th anniversary of "Space Jam" with a wide-ranging collection led by three Air Jordan 11 releases, WWD reported. The Jordan Brand x "Space Jam" line begins to roll out Nov. 5 through Jordan's website and select third-party retailers.
WWD notes that the film's 25th anniversary leaned toward LeBron James, who starred in 2021's "Space Jam: New Legacy." This time, the focus returns to Michael Jordan and the original movie.
The Retro: Blue Wins Again
The most nostalgic of the three is the latest Air Jordan 11 "Space Jam" retro. Sneakerheads have long argued over the color of the Jumpman on the lateral collar, tongue and outsole pods. According to WWD, the film used "Concord" purple, but the first public release in 2000 switched to "Varsity Royal" blue. Blue has been used for every release since, with the exception of 2016, the only time purple was sold.
Terrance Harvey, Jordan global expert for Streetwear Footwear Product Management Icons, told WWD he follows the conversation closely. He described the purple-versus-blue question as an internal debate that the brand also has with consumers. Blue prevails again here, and "Jumpman Jam" text returns to the tongue for the first time since that original release. The no. 23 is back on the heel, this time stitched rather than printed, after no. 45 appeared on the heel a decade ago.
Green Screen and Magic Ball
Both new colorways draw on the film's production. "Green Screen" is inspired by the backdrop used to place Jordan in the animated world. The shoe is green nearly throughout, with a nubuck mudguard in place of the usual patent leather. Tirrenina suede covers the midsole and lines the interior, and the outsole is translucent green. Orange outsole pods, a nod to Bugs Bunny's fondness for carrots, break up the color. The insole shows Jordan stretching for the winning dunk, and the green box carries more imagery from the film.
WWD reports that the designers meant the green finish to be usable, picturing creators editing their own imagery onto the shoes.
"Magic Ball" takes its cue from the ball that held the powers the Monstars took from NBA stars. It is technically a women's-exclusive style, but sizes will run up to the equivalent of a men's 12.5. The upper shifts color in four directions, the Jumpman is applied as hardware, and the packaging shows a color-shifting ball in the Monstars' hands.
What Was Left on the Table
WWD says leakers reported last year that the 11 would take on the Nike Air Foamposite One's "Galaxy" look. Designers went as far as cutting printed material and laying it over a pair of "Gammas," but the team chose not to encroach on the original's legacy and made something new. Internal mockups also covered 12 colorways, each inspired by a different animated character, and a version based on Jordan's "Secret Sauce" water bottle.
At the exclusive end, 30 pairs of an alternate "Space Jam" 11 with laser-printed graphics on the patent leather were made for friends and family of Jordan Brand and Warner Bros. Apparel is led by a varsity jacket with Looney Tunes patches styled like sports cards and a glossy long-sleeve Lola Bunny jersey.
Why It Matters
Harvey framed the new colorways as a response to a younger buyer. "We can't just release the OG and expect that 15-year-old kid to think that's cool anymore," he told WWD. Pairing a familiar retro with two original takes suggests Jordan Brand is aiming at collectors who know the film and at buyers who may not.
Reporting sources: WWD, “Inside Jordan Brand’s Ambitious ‘Space Jam’ 30th Anniversary Collection Including Three Air Jordan 11s”.