If you’re not saying this to yourself when you see the leak of an upcoming Jordan, then your not looking at a true Jordan. One of Tinker Hatfield’s design ethos is to always elicit a reaction from it’s audience…25 years in and I am still definitely reacting strongly to the design aesthetics of the latest J.
The box is proper, as always. JB has definitely stepped up it’s packaging game, but in my opinion it’s not a good look when the box is better than the shoe (SMH @ Air Jordan 2009). Opening up the box and holding the J for the first time can be a significant moment–your stereotypes are either dissolved, or reinforced. In the case of the air jordan 2010 design, my design impressions from the photo leaks were definitely reinforced.
The best word to describe the live impression of the air jordan 2010 is ‘incredulous’ (to be unwilling or unable to believe something). I simply cannot believe, or want to believe that Jordan Brand put out a shoe made of plastic, and leather. It’s insane to me. Being in an era where, we now have flywire, 360Air, and Lunar Foam that the supposed ‘Ferrari’ of the basketball shoe game is putting out plastic, and leather.
The air jordan 2010 look hot on your feet though, I have to say. The ‘birds eye’ view is essential to me, because that’s really the only view of the shoe you get when you play. They are very reminiscent of the Black and White XIV’s. The ankle collar is asymmetrical, in which the lateral ankle is a low cut (a’la Kobe V), while the medial ankle is a mid cut. The neoprene ankle knobs are back, providing a snug fit in between the knobs of the ankle bones.
I cannot stand the window. It has no purpose whatsoever. 1st of all, it’s placed right at the midfoot, eliminating any of the traditional Jordan fit ribs to wrap the foot, so that crucial space of the shoe does not wrap the foot, but rather inactively rests on top of it. No performance benefit whatsoever. I get the whole ‘Michael had the talent to see through someone’s game’ and how that abstractly relates well to a ‘window’ interpretation, but lets face it JB: This is a crucial piece of sporting equipment. Let’s not waste anything that doesn’t help you perform. Jordan Brand also called the small piece of Carolina blue peeking from the insole through the window as ‘a tribute to Michaels carolina roots’, this is a load of bull. Almost every insole has a carolina blue undersole–this just happens to peak through. Looking at this as a customer makes me feel like your trying to spin an accident into a benefit.
"The window allows one to peek at MJ's Carolina roots"--PFFF...sounds like a PR spin to me for a design miscue.
Don’t get me twisted though, I’m not hating on the shoe, I’m just expressing precisely what I do not like (aesthetically) about the Jordan 2010. Aesthetically speaking, this feels like Honda presenting the Civic as a concept car at the Auto Show.
What has made Air Jordans so dope over the years, is that it was the space within Nike where as a customer you knew that they drew up a concept shoe, and you got to actually wear it. In the Auto industry, ‘concept cars’ are just code for: ’In your dreams’. The cars often don’t work and are essentially just body casts. But with the Jordan,consumers got to see a concept that actually worked, and worked well.
These days, the Jordan does not always work (XIX ‘Tech Flex’, XX ‘Ankle Leash’, 2009 ‘Articulate Propulsion technology’) let alone work well.
Having the absolute terrible performance of the 2009 fresh in my mind, an interview that Tinker had recently done put me at ease:
The Jordan shoes have become infamous for their detailed, specific inspiration stories — a cat’s paw, fencing, racecars. What inspired you this time?
TH: [For previous shoes], we’d talk about Michael’s personality, the way he plays or maybe we would draw inspiration from some piece of art, a car or motorcycle, or architecture. In this case, we eschewed looking at it like architecture or looking at poster design, object design, car design, motorcycle design or fighter-jet design. We didn’t go that way. We sort of stuck a little bit closer to home with what we needed to do to build a really good basketball shoe.
As dissappointed as I was with the lack of typical bells and whistles the Air Jordan has been known for, I was excited at the possibility that that could possibly be a great thing this year. Perhaps, ‘simplicity’ would reign for the 2010. Could Jordan Brand tricked me yet again into loving something that I had initially hated???
Court Performance
The 2010′s are waaaay better then the 2009′s. But then again, that’s like saying ‘this years Ford Focus is hotter than last years’–the comment says nothing about how good something is, but rather, how bad it is (really ‘bad’, or permissible ‘bad’?) The following is a complete review of the 2010 experience, from putting it on, to playing, and finishing–and all the experience in between. You really want to know about this shoe? Read the entire review. If you’re not a reader, scroll to the last paragraph and get a nutshell version.
Interior
The insides of every Jordan since the XIX have been unbelievably plush. Jordan Brand has gone to great lengths to mimic the plush environments of high end luxury cars, and duplicated it for your feet, sitting inside a pair of J’s. The 2010 is no exception. The insides are seamless, and you’ll notice that putting on the 2010 is a breeze, your foot just slides into place like a well aligned ergonomic leather seat. The lining is also moisture wicking, which goes a long way in preventing your shoes from getting stank, and soaked during a hard game.
The ankle knobs made a return from last years introduction on the 2009. These neoprene knobs, inspired from snowboard boots are supposed to fill in the divots in your achilles area to provide a snug, lockdown feel. Sad to say, that though I felt no ankle slippage at all during play, these knobs gave me some serious blisters. By the second run, the lateral side of both heels were burnt raw. Though these knobs are supposed to lock down the spaces in between your ankle bone and achilles tendon, it simply didn’t for me. Perhaps the location of my ankle bone/tendon are different, but the knobs just didn’t sit where they were supposed to, and instead sat on the bone and rubbed it raw. Not a good feeling at all.
Nike has again included the Fit Ribs, (Which has become the Jordan staple of every Jordan since the X)–If your unfamiliar, ‘fit ribs’ are the straps attached to the laces that were on the X, and most prominently on the XI–Nike has since embedded these on the inside ever since. These also make a return on the 2010, and allow for a custom fit, and a quick fit. You’ll notice lacing is very quick on these shoes and each lacing rivet gives you a custom fit, according to the width/shape of your foot. I found myself tightening each rivet at different degrees, given the width of my own foot. In other words, the fit on the 2010 are amazing, because it allows you to have a customized fit; something that flywire cannot provide.
Jordan 2010=1 Kobe V/Lebron VII=0
Ankle Support *****
In a word, incredible. Jordan Brand has used asymmetrical collars before (starting with the XIV), but the 2010 really takes it to another level. If you look at your feet, you’ll notice the two ankles are naturally uneven, with the medial bone higher than the lateral bone. The 2010 does not just employ an asymmetrical collar, but employs a high cut and low cut together. The outside ankle sits almost below your ankle bone, a’la Kobe IV/V, while the inside ankle sits over your ankle a’la Lebron. The result is a very stiff feeling when trying to inverse your ankle (turn inwards), yet a very free feeling when you extend your ankle (push off for a first step).
The key to ankle support in footwear however has very little to do with the amount of ankle coverage, but rather the strength of heel coverage. The heel counter on the 2010 is ‘iron man’ strong. You can totally feel the heel counter on these shoes cradling your heel. These shoes can take the strongest of first steps with the best of them, allowing you to drive with complete confidence.
Best of Both Worlds
Lateral Stability *** Too much forefoot slack
While the 2010 is provides strong ankle protection and heel stability, lateral stability in foot wear occurs in three places: 1) Traction, 2) The upper foot (ankle, heel) and 3) the lower half (Forefoot).
The forefoot stability on the air jordan 2010 is not the greatest. For many shoes it would be decent enough, but given the fact that this is a Jordan and priced at $2hundo bean, my expectations are higher. Try to keep up with this description, because there is a reason why the forefoot stability isn’t that great.
The air jordan 2010 employs an external forefoot cover, and lateral plastic barriers that serve as reinforcements during intense lateral movement. These two elements (the cover, and barriers) are separate from the actual shoe. Underneath the cover is the laces that contain the fit ribs. Therefore, in between the shoe, and the cover/barrier is empty space. During hard lateral cuts, and leans during drives, I could literally feel my forefoot shift, and crash into the barrier to stop my foot from sliding further. The result, is that my movement was off rhythm: The torque wasn’t there during the time I usually anticipate it to be.
So if you have a nasty crossover, or are a defensive specialist, you have to account for this loss, and adjust accordingly. I personally don’t like this, because as an athlete I shouldn’t have to adjust to my equipment. The equipment should adjust to the athlete. This period of adjustment is what causes a slight decrease in reaction time. Ultimately, I don’t think it really make one slower, but it does compromise ones game a bit. I would expect something like this from reebok basketball, but definitely not from Jordan Basketball.
The last element of lateral stability in shoes has to do with the contact point between the shoe and the field of play: The sole. I’m dissappointed, and satisfied at the same time. My dissappointment comes from design, while my satisfaction comes from it’s performance.
When I first looked at the sole, my man Irv said: “Maaaaaaan though J’s have sucked for ball for years, at least the sole looked legit. The soles always looked like some futuristic shit and I liked looking at them. These ones are just black, and rubber. I’d feel like shit spending 2hundo bean for some subpar sole design.” The athlete in me wouldn’t usually pay attention to this, but J’s are supposed to be more than sports equipment, they are pieces of art. Also, if you have kept up with the Promo of the 2010′s, Tinker Hatfield has been saying that the sole is translucent for you to see the under side of the zoom air bag.
HOWEVER. If you’re balling and your eyes are on your shoes, or other people’s shoes, then you are not a baller. So in that spirit, since this is a BASKETBALL review, we’ll keep it to the athletics of the situation.
Having said that, the traction on the 2010 is great. You don’t get a ‘stop on a dime’ feel but you do get a ‘race car’ feel type of grip. The rubber on the 2010 is actually softer rubber, so you can feel the rubber adopting to the court and sticking to it due to it’s softness, as opposed to it’s pattern. In the race car world, cars have higher traction, or are ‘sticky’ because it is ‘softer’. It’s for that reason that though the actual pattern of the 2010 sole is uninspiring is boring, it’s performance more than makes up for it.
Cushioning ***
Think Air Jordan XVIII when it comes to the 2010. The Full Zoom Air bag is in full effect, and this differs because you feel a total springiness throughout the foot, as opposed to a localized feel. Many Zoom setups are local (Forefoot, and heel). Meaning you only really feel the zoom during explosive movements, but not so much during landings. The 2010 opted for a full bag to disperse impact better across the foot. The 2010 accomplishes this very well, but I do question their method of employment.
This years Jordan employs a ‘bottom loaded’ setup, which is just a fancy term to describe nike embedding in a zoom bag within the midsole, as opposed to the usual setup directly underneath the insole. The rationale, is that by putting the zoom bag close to the ground, it disperses impact better, by being closer to the ground. Though this may be true, I didn’t enjoy the sensation. In the Air Jordan XVIII and XIX, the zoom bags were located closer to the foot, which resulted in a trampoline like effect. In the 2010, the effect was more like jumping on a mattress. You could feel the shoe ‘bottoming out’ whenever it would compress. I could feel the zoom bag compressing all the way down to the sole (in which the bottom was hard). It’s for that reason (that the usual zoom spring was delayed vs. immediate) that I felt a touch ‘slower’
Imagine Jumping on a mattress, vs. jumping on a trampoline…the 2010 feels like a mattress. If your a player that doesn’t rely so much on quickness on the court, this won’t matter (ie. 3′s and 4′s). Depending on your PG and SG style, this may not be your favourite shoe.
Final Thoughts
This shoe is definitely a major step up from the 2009, and is a good basketball shoe. It’s sits perfectly in between the Kobe V, and the Lebron VII. If the Lebron VII is an SUV (as it usually is every year), and the Kobe is an Aston Martin, then consider the 2010 full size luxury car (benz perhaps?). It doesn’t specialize in anything (Lebron: Power, Kobe: Agility) but does alot of things well. If I had $200 to spend once for the basketball season, I wouldn’t pick the Jordan 2010 over the Kobe or Lebron. For the simple reason that the Kobe and Lebron don’t have any serious shortcomings. They are both great shoes that are perfect if matched with the right player. The lateral stability issue on the 2010 is a black mark for me. That’s cause for a recall in my books. No $200 shoe should ever have that much foot slide.
The lacing on the 2010 is phenomenal. It’s absolutely best implementation of lacing of all the J’s–ever, XI’s included. That’s right I said it. The lacing on the 2010 is better than the XI’s, and is the greatest of all the J’s. The laces are super fast, and works incredibly well with the fit ribs on the shoe. You have a higher degree of control over what type of shape you want the shoe to adopt, accoring to your foot. I tend to have wider feet, so I tend to need a more snug feel, where as my upper foot tends to be a bit thicker so I employ more slack there. Especially in the Flywire era, players no longer have this degree of control of fit in their shoes. Flywire is a one piece plastic with embedded strands and though it supports lateral forces well, Flywire is terrible for customized fit.
That being said, this is a must have at the $140 price point. Wait for this at you local connects when they go on sale.
The plastic use on the 2010 is really wack. Though I understand the artistic impression and interpretation of MJ being able to see through people’s games…but come on JB, think from a customer’s point of view: Are you really respecting us spending $200 by giving us plastic? It only makes us devalue the product, and wait for it to go on price reduction as opposed to waiting for it to release.
What do you guys think? Share your thoughts on the 2010, and let us know if you found the same things about the 2010, or not!