It’s time for Jordan Brand to usher in a new wave, letting the Jumpman logo descend and become born again into something new; something fresh. The solution is Russell Westbrook.
Let’s face it, times are constantly changing and we’ll eventually reach a point where basketball footwear/apparel fans will have to do some serious homework to find out why their elders were so obsessed with Michael Jordan’s career on the hardwood and his influence on culture. Don’t get us wrong, Michael Jordan is the heart and soul of Jordan Brand, and without the Jumpman, a lot of your favorite silhouettes wouldn’t exist in today’s age. Nevertheless, it seems that JB may be stuck in a recycling routine that indeed satisfies its loyal demographic and younger generation, but for some, it feels like there’s something missing.
The truth is, Jordan Brand’s roster is more powerful than you think. Unfortunately, those stars live in the shadow of His Royal Airness. Names such as Carmelo Anthony, Chris Paul, Ray Allen, Kemba Walker, Kawhi Leonard, Blake Griffin, Maya Moore, and of course Russell Westbrook all fall under the successful umbrella of MJ and that’s only mentioning its NBA/WNBA representatives. Out of that aforementioned list, only Carmelo and CP3 have achieved signature sneaker status with 12 silhouettes for Melo and nine for Chris Paul, and yet many may not even be aware of Jordan Brand’s signature silhouettes outside of the flagship Air Jordan series. This is possible due to retro releases placing signature silhouettes into the background due to constant hype or the Chance of Melo and CP3 not being as marketable as Nike’s own LeBron, Kobe, KD and Kyrie.
While the rest of the roster boasts PEs of MJ’s classic silhouettes, it leaves many to question, how come Ray Allen never got a signature shoe? Where’s Blake’s or even a groundbreaking Maya Moore PE for the women of the WNBA?
With that being said, there isn’t a better figure to fit the bill more than Russell Westbrook. The superstar point guard has already been responsible for debuting his sponsor’s flagship line since he did so with the Air Jordan XX8 back in December 2012 against the Nets in Brooklyn and now with the latest Air Jordan XXXI. Sure, Jordan Brand’s latest performance-driven models haven’t held the same weight of its iconic retro series and that’s perfectly fine because the innovation is still there, leading the industry in many ways. So why not use the already unconventional, yet superhuman-like style of Westbrook as the canvas of expression. His confidence on and off the court complements the sportswear brand’s mythical heritage perfectly, while his athleticism is only rivaled by one or two active players.
Never change, Russ ???? (via @russwest44) https://t.co/1d6QcBaF1k
— Bleacher Report (@BleacherReport) September 6, 2016
Now some may ask: “Why Westbrook? Why should Russell take center stage over the likes of Melo and CP3, who have seniority over the 27-year-old.” In Russell’s defense, he may answer those curiosities with his favorite phrase, “Why not?” If you’re not looking forward to the highlight reel Russ cooks up on a nightly basis, then you’re pretty aware that all cameras are focused on him during pre- and post-game activities just to get a glimpse of what he decides to snatch from his closet. Frames with no lenses, distressed vintage T-shirts and more; Westbrook commands the same attention from the fashion world as he does the sports world, and he’s just being himself. MJ and Russ share that same fearless, unapologetic attitude, from Mike’s ”Banned” Air Jordan 1 and Russell’s rock star skinny jeans, to their fierce competitive nature.
Even with those similarities, Michael Jordan was still a better player, so maybe Jordan Brand is holding out for the true heir apparent to the throne. In reality, we all know that Michael Jordan can never be replaced, and waiting around for the closest thing will always be a gamble. Take LeBron for example — Nike shelled out $90 million USD for the high schooler before he touched the NBA hardwood. Gamble? Yes, but the closest thing the NBA has to LeBron James is 2016’s number one NBA Draft pick in Ben Simmons, and that’s just off of potential. Nonetheless, the waiting game will turn into an eternity if you try to replace the GOAT with a mere replica.
Now that Kevin Durant is out of the picture for the Oklahoma City Thunder, and Russell has inked an extension, it’s time for the Westbrook show to officially begin. Worth $85.7 million USD for the next three years, Russ is now able to write his own history, placing a franchise on his back on their journey to the promise land. But his shoulders are broad enough to carry more than just a basketball squad. Westbrook is already the face of his own line of eyewear in Westbrook Frames and has also been a part of Mountain Dew and True Religion ads along with fostering a collaborative collection alongside Barneys New York. His brand collaborations, youthful energy and social media presence makes him the flag-bearer of the next generation of ballers. So what’s the problem with placing an updated twist to “It’s Gotta Be the Shoes?” As a clear favorite to win this upcoming season’s NBA MVP award, it seems that Westbrook has made it perfectly clear that he possesses the right puzzle pieces in order to take Jordan Brand to new heights.