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The Air Jordan 33 Will Debut Flight Utility, a Function-First Approach to Design

The unveiling will arrive this week
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Image via: Nike

Image via: Nike

Jordan Brand will continue the evolution of its flagship line with this week's unveiling of the Air Jordan 33. According to David Creech, VP of Design for Jordan Brand, the shoe will introduce a new design language, Flight Utility, based on a concept of "extrapolating from the core Jordan Brand DNA along an innovation and function-first approach." (An innovative component from the Air Jordan 33 is previewed below.)

The philosophy won't be confined to the upcoming 33, as Creech promises that this mentality -- one that places a premium on adaptation in terms of athletic and aesthetic shifts -- will inform the brand's design going forward. Stay tuned.