‘BRED’ for sport and fashion

This project focuses on the cultural milestone of the Air Jordan 1. Looking particularly at the ‘BRED’ colourway, the project highlights how the Air Jordan 1 became a statement of rebellion and led to the integration of sportswear into fashion. The ‘BRED’ colourway was controversially banned by the NBA because it was less than 51% white, causing a surge in popularity as this decision led to the shoe being viewed as a representation of Michael Jordan’s defiant playstyle. This project communicates how the Air Jordan 1 spread into popular culture, particularly being featured in the hip hop scene, and transformed into a fashionable piece of footwear still relevant today.