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air.jordan.com (now offline) served as Jordan Brand's official storytelling platform. In addition to writing, I led the platform's creative strategy, which included editing all stories, developing new storytelling franchises, interviewing subjects, providing creative direction for photoshoots and illustrations, and identifying and managing freelance talent.

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Virgil Abloh’s New Off-White x Air Jordan Design Language.

In 2017, Virgil Abloh did something that once seemed impossible. He not only released 10 collaboration versions of iconic Nike, Jordan and Converse sneakers, “The Ten,” but he also gave them a deconstructed aesthetic that has dominated sneaker trends ever since. That might seem like a tough run to follow, yet Virgil has always been committed to progression. “I had my half-made design language, like the previous Off-White x Air Jordan I, which was about deconstruction,” explains Virgil. “That’s a
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J Balvin’s Air Jordan I Is a Gift from Medellín to the World.

J Balvin is in Los Angeles, shooting a campaign for his Air Jordan I collaboration, yet his focus remains on his home city of Medellín, Colombia. Despite being the subject of this three-part photo shoot, he’s simultaneously working with his creative team on a second shoot, nicknamed “Air Balvin,” set to happen in Medellín the following week. Even though he’s become a global superstar, everything Balvin does has roots in his Colombian heritage. “I’m here in L.A., because I want to keep showing
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Welcome To The Family, Davante.

Growing up in East Palo Alto, California, Davante Adams made a plan at a young age. That plan centered around one goal — giving everything he had to the game of football without letting any obstacles get in his way. It included putting in work off the grid iron, too, like developing his footwork, speed, style and leadership on the basketball court and doing what it took in the classroom to go as far his passion would take him. While the game has since taken him far, when Davante was coming out o
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Perfecting the 1985 Air Jordan I.

Sometimes, you have to look back to go forward, to engage nostalgia and honor original thought. Largely regarded as the most iconic sneaker of all time, the Air Jordan I has had its fair share of retros approximating the original design. In celebration of the iconic silhouette’s 35th anniversary, Jordan Brand designers studied every inch of the original 1985 AJI, in order to create its most careful and methodical re-creation in history. Taking years to perfect, this new, special-edition version
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How To Experience “The Last Dance” With the Jumpman Community.

During the next five weeks, viewers will get a never-before-seen look into MJ’s iconic final season with the Chicago Bulls and his sixth championship run. The Last Dance promises to give an unprecedented look at the people, stories and sneakers that made the Jumpman a global phenomenon. It airs Sundays at 9 p.m. EST on ESPN in the United States and internationally on Netflix Mondays at 12:01 a.m. PT.

Before the documentary begins, show off your pregame Jumpman outfit and kicks on Instagram with
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The Archive That Inspired the Air Jordan x Union Los Angeles Capsule.

Time determines which pieces become true classics, well after they’re no longer shiny and new. This notion of nostalgic wear and tear was the foundation for the Air Jordan x Union Los Angeles capsule collaboration, which includes “perfectly imperfect” Air Jordan Is, T-shirts, sweatshirts and pants.

Chris Gibbs, owner of Union Los Angeles, combined his love of weathered, vintage finds with a general muse — someone who’s been wearing Air Jordan Is for a long time and goes out of his or her way to
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Kia Nurse Gets Ready For All-Star.

Kia Nurse has never been interested in being up next. From a young age, she knew she wanted to be on the same courts as most talented players out there. While just a sophomore, she was on the OFSAA championship team of her Hamilton, Ontario high school, and she went on to help the team win two more titles after that. At just 16 years old, she was invited to join the Canadian National Team “for the experience,” with the idea that she could be on the roster at a later time. She averaged 10 points
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Jordan Brand Athletes On The Air Jordan XXXIV.

Each year, Jordan Brand’s new game shoe introduces new design and technologies to advance basketball and help players everywhere. The Air Jordan XXXIV continues this by stripping the shoe down to its essential attributes of stability, quickness and lightness. Using an all-new Eclipse Plate tooling, the XXXIV prioritizes performance and style and exemplifies a “less is more” mentality. The next generation of Jordan Brand family members will be wearing the XXXIV this season. Here, they share what
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Chris Gibbs On What His New Jordan Brand x Union Release Really Stands For.

When it comes to historically niche communities like sneakers and streetwear, less is more in regards to announcing big moves. Yet the explosion of these industries, combined with the rise of social media, has changed the way that influence is measured. Moving in silence has been replaced by screaming at the top of one’s lungs, leaving those who came up in a different era at a cultural intersection of past and present. These days, there’s a lot more to be vocal about than ‘fits and kicks.
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Welcome to the Family, Caris.

Caris LeVert’s rise from overlooked prep star to key player can be attributed to his patient and positive mindset. After coaching changes disrupted his original college plans, Caris stayed optimistic and eventually earned a scholarship offer from the University of Michigan. With the team already boasting a roster that included five future NBA players, Caris was told that he would red shirt his freshman year. However, those plans quickly changed once the coaching staff realized he
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Introducing the Jordan Chicago Collaborators’ Collection.

With All-Star Weekend set to take place in Chicago next month, Jordan Brand has partnered with eight local talents, both established and up-and-coming, on a collection that takes inspiration from the Windy City. Each collaborator was tasked with bringing one of Chicago’s eight transit line colors to life on apparel and footwear, acknowledging how the train unites the city’s residents, neighborhoods and culture.

Get to know the eight collaborators below and look out for more stories about them i
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Welcome To The Family, Jayson.

Pregame tunnel photos have become the game before the game, a routine where each player flexes their styling muscles. Whenever Boston’s young star Jayson Tatum is captured, he usually has Air Jordans on his feet. And though he’s not the only style-conscious player, Jayson’s love for Jordan Brand started long before arena entrance walkways evolved into fashion show runways. A scroll down Jayson’s Instagram account reveals a feed that’s full of classic sneakerhead posts, whether he’s sharing new p
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Welcome To The Family, Rui.

On June 20, 2019, Rui Hachimura became the first Japanese national to be drafted in the first round. When he steps on the court to play his first game, he will become only the third Japanese-born player to do so, and he’s widely considered the country’s best prospect ever. It’s a monumental achievement for an athlete who first fell in love with baseball, not basketball (his name is inspired by the word for “baseball base” in Japanese). Hoopers who like a bat and glove are nothing new to Jordan B
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Bismack Biyombo at Quai 54.

After the grind of an 82-game season, summer is understandably a time for professional basketball players to relax and step away from the game for a bit. For Bismack Biyombo, who traveled to Paris to compete at Quai 54 — the toughest streetball competition in the world — loving the game means no days off. Bismack typically spends the off-season doing charitable work in his home country, the Democratic Republic of the Congo. Growing up in its second-largest city, Lubumbashi, he played basketball
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Jordan Brand x Carmelo Anthony x rag & bone.

Carmelo Anthony is known for his love of the game on the court. Off the court, Anthony is constantly engaged in the ever-changing culture at large, particularly in his hometown of New York City. It was in NYC, in 2009, that Anthony met Marcus Wainwright, the founder and Chief Brand Officer of rag & bone. Though they grew up on opposite sides of the Atlantic — Anthony in Brooklyn and Wainwright in England — they bonded over their love for basketball, Jordans and fashion. Eight years later, they c
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From Russ: The Why Not? Zer0.2 “Future History”.

In the “From Russ” series, Russell Westbrook tells the stories behind each colorway of the Why Not? Zer0.2. Each version is inspired by important people and moments in Westbrook’s life, including his family and his fans. When it comes to people who inspire me, I learn just as much from the youth as I do from my mentors. It all starts with my children. I see my son, Noah, growing and expanding his imagination every day. His laugh, or even his excitement to see me when I walk through the door, is
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The Air Jordan III Animal Instincts 2.0.

The parallels between fierce, animal instincts and on-court basketball prowess are undeniable. Whether soaring through the air for a dunk or striking on defense for a steal, players are often nicknamed after creatures that share their movements or mindsets.

The Air Jordan III has always been associated with animals, thanks to the iconic, elephant-inspired print throughout its upper. Now, a new AJIII evolves last year’s Animal Instincts story by swapping out the faux fur makeup with prints from
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Jordan Brand Friends & Family On Their Defining Moments.

Originally released in 2006, the Defining Moments Pack celebrated MJ’s historic three-peats with the sneakers he wore to kick them off — the Air Jordan VI and the Air Jordan XI. Highlighted with gold details, the pack was immediately coveted by sneakerheads and basketball fans alike. Now, the “Defining Moments” Air Jordan VI gets its first retro, this time as a single sneaker release.

MJ’s three-peats are certainly some of his most defining moments, and they inspired generations of people to cr
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The Women’s Air Jordan OG Returns.

In 1998, Jordan Brand took inspiration from not only the greatest basketball player in the world, but also the undeniable skill, style and spirit of the Jumpman women’s community, in order to create the first women’s Air Jordan silhouette.

The shoe was designed for women who were owning and growing the game across the world. From the dimpled leather of the Air Jordan XIII to the herringbone traction, the shoe was made to do what MJ did — to fly.

Two decades later, the women’s game has reached
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Editorial and Art Direction

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Virgil Abloh’s New Off-White x Air Jordan Design Language.

In 2017, Virgil Abloh did something that once seemed impossible. He not only released 10 collaboration versions of iconic Nike, Jordan and Converse sneakers, “The Ten,” but he also gave them a deconstructed aesthetic that has dominated sneaker trends ever since. That might seem like a tough run to follow, yet Virgil has always been committed to progression. “I had my half-made design language, like the previous Off-White x Air Jordan I, which was about deconstruction,” explains Virgil. “That’s a
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The Most Memorable Shoes Worn By MJ in “The Last Dance”.

The Last Dance celebrates Michael Jordan’s most documented season as basketball’s biggest star. It also illustrates the birth of Jordan Brand through MJ’s style on and off the court. While the history of Air Jordan debuts, player exclusives and performances have been shown elsewhere, The Last Dance documents a specific period of on-foot highlights and heroics, as an homage to MJ’s past, ascent and future. Rotating models more than ever and always rising to the occasion, MJ transitioned from Air
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The Art of Color-Blocking.

In the mid-’80s, the debut of the Black/Red Air Jordan I unleashed a bold declaration in the form of an unexpected color combination. It was the start of Jordan Brand’s 30+ year lineage in groundbreaking footwear design supported by multiple technical and artistic initiatives including color-blocking. The AJI has always been the perfect blank canvas. The simple application of color on its toe box helped signal the beginning of sneaker culture. The shoes started being spotted in more arenas than
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Welcome To The Family, Zion.

In late July, Jordan Brand announced that Zion Williamson, widely considered one of the most promising professional basketball rookies in years, officially joined the family. Nicknamed Zanos by his college teammates, Zion and his tremendous talent sent shockwaves beyond the collegiate realm. His behind-the-free-throw-line warm-up dunks and vicious, in-game windmills were the source of many wide eyes and dropped jaws. At 6’7” and 285 pounds, Zion is a forward who possesses the mentality and agili
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Three Sneakerheads On The Summer ‘19 Jordan Women Collection.

Jordan Women continues to evolve its approach to sneakers, based on requests, feedback and praise from women around the world. In recent years, the line has subtly reimagined classics like the Air Jordan I and Air Jordan III in new colors and materials, while also debuting collaborations from Aleali May, Maya Moore and Vogue.

This season, Jordan Women expands to include more exotic prints, luxe materials, reimagined silhouettes and a new accent color, Atmosphere Grey. There’s something for ever
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Game Worn: Brandon “Jinx” Jenkins Stays Present in the Jordan Delta.

Renaissance men aren’t extinct; they just go by a slightly different moniker for a vastly different era. The Renaissance man of old is the multi-hyphenate of today. And if anyone fits the definition of the latter, it’s Brandon “Jinx” Jenkins. As an on-air personality, podcaster, DJ, writer and photographer, the New Jersey native turned Morehouse grad represents a new class of creatives who defy the notion that singular specialization is the only way to be successful. Creatives and athletes have
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How the Flint XIII Became “The People’s Jordan”.

Everyone has a Flint XIII story. Well, everyone except MJ. By all estimates, the Air Jordan Flint XIIIs were set to be MJ’s shoe of choice for his final NBA All-Star Game representing Chicago, fittingly under the bright lights in New York City. Facing off in the mecca, MJ would lead the league in votes, lead the game in scoring and lead the East to victory. Dropping – you guessed it – 23 points, MJ earned NBA All-Star Game MVP honors for the third and final time, all while proving he was still t
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Game Worn: Joseph Sherman Captures Culture in The Jordan Zoom 92.

“Game Worn” explores the breadth, nuance and stories behind the modern entrepreneurial mindset, as well as the sneakers that support subjects in their pursuit of greatness. Joseph Sherman’s fascination with capturing moments began nearly a decade ago. After graduating from college, the Chicago-born creative relocated to the East Coast in 2012 to kickstart his career. For the journey, a road trip to New Jersey, Joseph purchased his first camera and photographed cities he was passing through, land
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Game Worn: Cole Cuchna Walks The Talk In The Jordan Air Cadence.

“Game Worn” explores the breadth, nuance and stories behind the modern entrepreneurial mindset, as well as the sneakers that support subjects in their pursuit of greatness. Now in month six of quarantine, many of us are still adjusting to this “new normal.” Mostly isolated to our homes, we’re each trying to find our version of comfort. Those who are fortunate have taken on creative projects, while others have found new ways to get active. Most people are also making sure to spend safe, quality t
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The Air Jordan III “Blue Cement”.

On a brisk Oregon morning in 1985, MJ prepared for takeoff. He wasn’t flying from the free-throw line or preparing to face off against an opposing player. Instead, he was simply standing still. Dressed in a sleeveless black and royal blue Jordan Flight suit, with a basketball tucked under his right arm, MJ stood on an airport runway for one of his first photo shoots, to showcase the brand-new Air Jordan I. MJ’s career and sneakers were about to achieve stratospheric levels of popularity, foresha
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Chimemeka “Luce” Ugoji Speaks the Language of Style.

There’s no debating fashion’s universal appeal or its reflection of society. In a more subjective sense, style reflects our individual experiences, like an exterior calling card that showcases personalities and beliefs. Putting on clothes is one thing, but style means using them to tell your story. Growing up in New Jersey, Chimemeka “Luce” Ugoji began scribbling the rough draft of his story in high school. Stacking coins from his restaurant gig, which he used to purchase Jordans, Luce started t
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Chicago Creatives On Jordan Brand’s New Women’s Apparel.

After a limited release, the new Jordan Women’s Flight Utility Apparel capsule will become more widely available, just in time for the NBA All-Star Game in Chicago. Inspired by the foundation of Jordan Brand’s design ethos, flight, the collection reimagines various staples for everyday, functional wear. Ahead of the weekend festivities, nine Chicago creatives and community leaders styled the collection. Here, they talk about their favorite pieces, the significance of the collection and how the W
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The Women’s Air Jordan OG Returns.

In 1998, Jordan Brand took inspiration from not only the greatest basketball player in the world, but also the undeniable skill, style and spirit of the Jumpman women’s community, in order to create the first women’s Air Jordan silhouette.

The shoe was designed for women who were owning and growing the game across the world. From the dimpled leather of the Air Jordan XIII to the herringbone traction, the shoe was made to do what MJ did — to fly.

Two decades later, the women’s game has reached