Nike special projects vice president Tinker Hatfield stumbled upon the nickname by accident. In 1997, he was in the conceptualization stage for Air Jordan 13 and looking for inspiration, thought of watching Jordan in action on tape.
Hatfield, incidentally, was a former University of Oregon pole vaulter whose coach was Nike co-founder Bill Bowerman. He joined Nike in 1981 as a corporate architect and five years later, began designing shoes. In 1998, Hatfield–who created the concept of cross-training footwear–was named one of the "Most Influential Designers" on Time Magazine’s list of 100 artists and entertainers of the century.
Hatfield’s first designs were the original Air Max running shoe, the original Air Trainer and Nike’s first forays into visible Nike Air. In 1988-89, he started to "tinker" with the Air Jordan shoe and developed the No. 3 model.
While Jordan floated in air on tape, Hatfield was mesmerized. "He moved like a cat, with feline movements but he conserved energy," said Hatfield, credited with inventing the waffle sole that as a shock absorber, dramatically improved cushioning and traction of the athletic shoe. "A cat does that very well. It’ll be chilled down but on a moment’s notice, he can turn it on. Jordan plays basketball like that, with grace and smoothness. But he strikes in ferocious ways. Like a Black Cat, I took that inspiration for his next shoe design. Sleek, powerful but lean, nothing extra."
Hatfield excitedly worked on Air Jordan 13. Then, he took the sample product to Los Angeles where Jordan was shooting a commercial. In between takes, Hatfield showed Jordan the Black Cat.
"He chuckled," recalled Hatfield. "Then there was a tear in his eye. ‘How did you know that’s what they called me? says Jordan. ‘That’s what they called me back in Wilmington.’" Hatfield said, "it was a fortunate convergence–it was extra meaningful."
The birth of Air Jordan 13, the Black Cat, came in the year that the Jordan brand was launched.
The design process for an Air Jordan shoe takes about 18 months. The Jordan footwear team initially conceptualizes a design direction. Then, the team meets with Jordan and identifies current and critical performance needs. Next, the team evolves the inspirational story incorporating information gathered during meetings with Jordan. Sketches are created and other 2D artwork before 3D samples are made and reviewed. Finally, the samples are modified and the design continues to evolve until the team feels they’ve got it right.
So far, 12 of 19 Air Jordan shoes have been reissued as retros. That’s proof of the shoe’s lasting legacy.
During a recent interview in Tokyo, I asked Jordan to describe his ideal shoe. "Durable, lightweight, with a lot of pizzazz, totally different in terms of aesthetics," he replied.
Jordan said his favorite Air Jordan shoe is No. 19–the lightest, most flexible and most breathable Air Jordan ever. It features Tech Flex on the upper, an overwrap designed to provide support of the instep during dynamic movement.
Jordan added that his philosophy in shoe design is never looking back. "I like it when we lead," he continued. "We do things different. Tinker and I are on the same waves. I’ll be wrong and he’ll be wrong but we’ve both been right. It’s our responsibility to be better."
Endorsing the Jordan brand is a group of athletes handpicked by his Airness. Team Jordan embodies athletic excellence, dedication, innovation and achievement. The endorsers are active members of their communities and role-models. They represent self-reliance, self-respect and self-belief–that no challenge can ever vanquish human will and determination.
Team Jordan is made up of basketball stars Jason Kidd, Gary Payton, Carmelo Anthony, Mike Bibby, Ray Allen, Michael Finley, Quentin Richardson, Eddie Jones and Derek Anderson. Others in the lineup are Derek Jeter of baseball, boxer Roy Jones, Jr. and Warren Sapp, Eddie George and Randy Moss of football.
Youthful saxophonist Mike Phillips of Hidden Beach Recordings is the only non-athlete endorsing the Jordan brand. Like the other endorsers, Phillips casts a shadow of excellence beyond his area of expertise. The common denominator of Jordan brand endorsers is they carry themselves with class and style.
I asked Jordan why there were no power forwards or centers among the endorsers.
"Big people influence only big people," explained Jordan. "We look for players who can adjust in so many ways. They’re the best players to project the brand–players who can go inside or outside, players who can play in the air or on the floor, players with a lot of facets."
Jordan said he chooses his athletic endorsers on the basis of their versatility. They’re like Jordan was on the floor–dynamic, explosive and versatile. Roy Jones, Jr. is the only fighter in the roster. Although he was recently knocked out by Antonio Tarver, Jordan said the former world lightheavyweight champion will not be stricken off the list.
"Losing makes you a better person," he said. "You take the negative and turn it into a positive. You learn from it and you come back. When I played, we didn’t win 82 straight games in the regular season. We lost, too. Now, Roy’s going to look at what he did wrong and I’m sure he’ll bounce back like the champion he is."
On the NCAA level, the Jordan brand is the choice of the University of Cincinnati, University of California at Berkeley, St. John’s University, University of North Carolina and North Carolina A&T varsity basketball teams. Players from the selected schools use Jordan uniforms and Jordan footwear.
"Being a part of Team Jordan is something special," said Jeter, an MVP in the All-Star Game and World Series. "It means we share the values and commitment of the Jordan brand and will help take it into the future."
Jordan may be retired as a basketball player but he continues to be an inspiration to athletes and fans all over the world.