The 87-88 season was when Michael would receive his first NBA Most Valuable Player award. He
also crushed the competition in the Slam Dunk contest and led the Bull's to their best
result since the 1974-75 season. Well he actually won all the major honors
one can think of.
Hatfield takes over
The new shoe was excellent. The design was totally different from the AJ I and II and was the first
pair of Air Jordans that showed a visible air sole. Behind it stood Tinker Hatfield who since then
have designed every Air Jordan model up to the 15th.
This was also the very first Air Jordan to feature the Jumpman logotype instead of the Wings-logo
that was on the I's and II's.
This might be one of the most popular Air Jordan's ever. It has won numerous polls when questioning
which the greatest sneaker through all times is. Air Jordan fans also freaked out when they retroed
this model in 1994. Shoe stores once again had major problems selling them though.
Mars success
Nike created a personality ad campaign featuring the Mars Blackmon character who was
created and played by director/actor Spike Lee.
This campaign followed Air Jordan for a couple of years and is definately one of the most appreciated
Nike commercial series through all time.
I'd say that the Air Jordan III was a major reason to the Air Jordan line's overall success.
Retro success
When the Air Jordan III was re-retroed in 2001 it was no surprise they sold very well. However, only
three different colors were released and after great pressure from the AJ fans Jordan Brand found they
could not escape releasing the White/Cement Grey-Fire Red in a re-retro version. This was done in
2003.
In 2007 a few new retro colors will be released. Stay on the lookout!
