October 22, 2020
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Nike Reimagines Jordan Brand for Fall

A classic is getting a new spin from Nike.
The Oregon-based athletic company has rebooted one of its stalwart brands for fall, pushing the design envelope to give it a new look and new direction.
“We’re excited about today,” said David Creech, vice president of design for Jordan Brand. “We feel like it’s a new day for Jordan apparel and one of the big reasons why is we have this rich heritage. We’re trying to create a story inspired by our DNA, scripted into new designs to create a design language for the future. So in the past I think we didn’t leverage more of the DNA of our brand like we could.”
Fall aims to change that.
Most of the pieces in the collection bear a wing-like detailing that is a nod to the flight suit Michael Jordan was photographed in, for a detail Creech said sets the tone for future seasons.
Creech was on hand in Los Angeles Thursday evening as the company offered press and influencers previews of the season at an event held at a private residence in the Beverly Glen neighborhood. The collection was on display throughout the home’s first floor and garage where a black-and-white Ferrari sat.
The space also

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