In the late ‘90s, Michael Jordan ignited the iconic Hoop Hysteria in Europe that hasn’t died down since. With his historic visit to Paris for the 1997 McDonald’s Championship, the living legend left a memorable mark on the City of Light and Parisian people. As the 2024 Paris Olympics kick off, Jordan harkens back to his days in the French capital – where he led the Chicago Bulls to a championship win – by dedicating three drops to the cosmopolitan city. As an ode to Parisian culture and community, Jordan Brand reveals two sneaker releases, the Air Jordan 4 Retro Wet Cement and the Air Jordan 6 Retro Pearl, along with an accompanying apparel capsule that teleports the tastes of the French to the fashions of Jordan Brand.
From his time in the topmost fashion capital, Jordan developed a deep connection to the city that is felt throughout the intricate design details of the three drops. Staying true to their ethos of telling style stories through a local lens, Jordan Brand makes Paris style sensibilities the muse by nodding to Parisian neighborhoods, sophisticated scenery of cafés and legendary landmarks à la Pont de Alexandre III for the elevated footwear and clothing collection. Although the aesthetics of the French are fundamental features in this trio, it is also their audacious attitude – similar to Jordan’s own spirit – and appreciation for the arts that pushed Jordan Brand to devote three drops to Paris.
Calling back to his first moves on and off the court in the city, where he showcased the sparks of confidence that led to a win, the AJ4 Wet Cement and AJ6 Pearl celebrate the courage that old and new Parisian generations harness to chase after their dreams Like Mike. From passions tied to fashion and the arts or sports and dance, the signature sneaker silhouettes and clothing collection encourage a new era of fearlessness for fans of the brand.
This is the same sense of boldness that brought Jordan to basketball glory and catapulted his love for other dynamic forms of movement, like dance. Similar to basketball, dance speaks to the feelings of the people – and frees them – without needing to speak their language. While Jordan was never a dancer, he understood the power of the poetic expression and being a performer on and off the court, much like Paris-based dancer Ashley Beckett who stars in the campaign alongside her community, and presents that to you with the Air Jordan 4 Retro Wet Cement, Air Jordan 6 Retro Pearl and apparel capsule.
