In every brand's history, there is a particular model, design or release that defines the identity of the brand and determines the footing for a successful future. The Air Jordan III was the footing and the start of the success story of "Air Jordan".
The 1987-1988 season was individually incredible for Michael Jordan: NBA MVP, All-Star Game MVP, Scoring Champion, Steal Champion, Defensive Player of the Year & Slam Dunk Contest Champion
He secured almost every award that could be won! There is one unforgettable moment this season, that made Michael Jordan and Jordan Brand legendary: The Dunk from the free throw line, where His Airness flew endlessly through the entire zone and finished with a one-handed double-clutch slam. Right in the middle of this NBA story: The Air Jordan III.
After designer Peter Moore and Bruce Kilgore, who were responsible for the first two Air Jordan models, have left Jordan Brand, Tinker Hatfield took over the design process of the Air Jordan III. MJ wanted a lightweight shoe, with a lot of durability. Therefore, Tinker and MJ decided to make them a mid-top model. It was the first mid-top to be seen in the Air Jordan line. The "Black Cement" colorway is characterized by the OG colors black, cement gray and firered. The Nike Air logo on the heel, the Jumpman on the tongue, and the "Elephant Print" on the sides set visual accents. The Air Jordan III was also the first model with a visible Air-Sole Unit.