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The WearTesters Staff Weighs in on the Air Jordan 31

air jordan 31 theshoerestorerTheShoeRestorer (Noah)

Yes, I watched the whole live stream — every gut-wrenching awkward moment of it. I’ve watched countless shoe unveilings and none seemed so…hollow. I may be incorrect, but an unveiling such as this one, with so many eyes on it, should successfully tell a consumer like myself why this latest product is worth my money. Instead, I felt that I was simply told it was great, that it paid homage to an awesome iconic shoe (that sells for incredible sums at resale), that it was “the most comfortable basketball shoe ever,” and its tech specs. We were expecting something excellent with the last newest and greatest signature, the 30, and all we got was a 29.5. With the 31 we got exactly what JB is good at: nostalgia.

Jordan Brand is now almost entirely a nostalgia brand, à la Mitchel and Ness. Harkening back to the Air Jordan 1 is great, and it will no doubt sell pairs of XXXIs. However, the Air Jordan 31 is an ode to the beginnings of a much different brand than the one we know today — a brand that was daring, experimental, and obsessed about performance.

We haven’t had any time in the Air Jordan 31 yet so I will reserve judgment on its performance for now. It could be the best shoe the brand has ever made. Or, it could be yet another very expensive paperweight. Based on the tech, and the interesting Flyweave-to-leather upper, I’m excited to see what our WearTesters will have to say once they’ve had some time in the shoe.

If the Air Jordan 31 doesn’t perform, even more long-time fans of the brand will become completely disenfranchised with JB’s performance division and simply opt for cheaper and more innovative tech-packed shoes from the vast number of other brands out there.

57 comments
  1. “Why reboot the Air Jordan line if you’re just going to remake poor copies of beloved models? ” So true.

      1. Here’s something to add to that. I don’t think that even MJ has much confidence in these latest products. I do not think his recent comment on police brutality would happen if people were clamoring for the newest Air Jordan release.

      2. Here is something to add to that. I don’t think that wven MJ has much confidence in these latest products. I do not think his recent comment on police brutality happens if people were clamoring for the newest Air Jordan release.

  2. Maybe its because I was not alive (hell my parents were not even married) but I don’t really care it is a call back to the 1. The shoe looks good to me and it seems like it will play well. But I understand why some don’t like it.

  3. “The $190-220 price tag has driven a chunk of consumers away. It makes the brand look like a Retro/nostalgia brand instead of the leader of innovation that the brand was once known for.”
    Amen to that!

  4. Yeah, I dont get people hating on the look. Yeah they arent groundbreaking or amazing, but aesthetically it’s a solid shoe (way better looking than the 29 or 30 IMO).

    1. When you’re claiming to be the future(while basically producing the KD9 mid), and rely on your legendary past, do you really think ‘solid’ is what you should aim for in the flagship?
      People would be alright with this shoe, as a team-shoe, in the past(Alpha 1 a similar brief to this, and the .5’s) these updated-classics were released as a secondary, or budget-tier Jordan, now it’s literally the best, of the best JB has to offer.

    1. go on Instagram and check out @sedatedhype, he recently completed a project where he reydisnged all the signature Jordans with modern tech. It’s definitely worth the look!

  5. I do like the look of this shoe, but on this cw, the big-ass BANNED ruins the look for me. Its just trying too hard to have that “rebel” attitude the kids like, and comes off very corny. The cw itself is good, but that banned undermines it.

    As for the performance, I’m sure the fit and all that will be fine. But that cushion…is it better than the KD9, which is cheaper? Not to mention there are soon going to be 3 full length boost shoes on the market. Even though they lowered the price, $185 is still a lot for a shoe. Is it really worth it? Is it ever worth that much? I guess we’ll find out when it hits.

    1. The outsole with BANNED is CORNY. And the KD9 is $150, new adidas full length Boost lines are from 140-160. Just wait on the XXXI WearTesters performance review, it’ll be coming

      1. I find it cute. besides, how many of us really show or see the outsole of our shoes? if we do put our feet up and people see the word Banned rather than a Nike/JB/Adidas logo, atleast that creates some intrigue to the one seeing it.

  6. The only people companies care about is the stockholder. The latest Jordan sneakers havent sold well and this is the smartest move from the company. Id love to see how many meetings they had to get to the 185 spot. In my opinion thats my optimal price and usually when Jordans are released they dont sell until 20% off sales. 225- 20% off = around 185 so I bet the new shoes will sell quickly in thier first week of release

  7. instead of spending it in R&D, they just spend the money on marketing/advertising/hype, and most of it for finding guys who can put colorful and convincing words into it. sad

  8. I think Jordan has almost run out of options with the tech Nike and Jordan has at their disposal right now. They have FlyKnit, Flywire, Zoom, etc, but they’re reaching the limit of what they can do with that tech. They’ve done basically all possible iterations and they need to develop some sort of cushion or foam because if they don’t, I really don’t know what direction they can go. Adidas just released Boost and Under Armour just released Charged, so Nike better release a new foam or cushion soon or they’re going to fall behind. I haven’t been wowed by an Air Jordan model since the XX8s and XX9s, and Jordan needs to step up their creativity. Not saying this will be a bad performer or looks bad, but they really need to step it up, b/c I’m excited but not amped for this model. The XX8 looked so stealthy and made you feel like you could jump into the sky and XX9 was crazy comfortable and was so smooth, but the XXX1 just seems like it will be good, but not crazy

  9. I agree with everyone who is skeptical about Air Jordan. Don’t get me wrong I like the silhouette simplistic the nice blend of tech and clearly showing the nostalgia. Now I’m torn on the nostalgia part. The Air Jordan 1 is Jordan Brand, for better or worse. From the Og’s, Mids, Lows, fusion renditions, luxury, Alpha 1, team Jordan lifestyle with the 1 sole, Jordan 1 phat and other skateboarding renditions, etc. Soooo ya glad it finally came to a main flagship… all they need to do is have elephant and cement print on the fly weave and patent leather in the back and they have every nostalgic quality covered. Now with the retro Jordans costing more than the flagship, what really is driving Jordan Brand?

    These will perform well and if the traction holds up will be a great buy when they go on sale. If Westbrook has a breakout year then these will sell well.
    The real question is what is Lebron, Kobe and Kyrie’s lines going to be at since the competition is at $160 or lower. They will perform well but I don’t think they will out perform whats already out. On the fashion side they will compete with Adidas boost runners since those are the true craze now.

    1. Yeah, adidas is hitting all fronts right now — fashion side, performance side, casual wear side. JB may be doing incredible volume but I’d like to know how much of that volume is sold at less than retail…

  10. They honestly should just get rid of the Super/Ultra Fly lines and just sell performance updated versions of retro sneakers, the actual remastered OGs and then whatever Air Jordan flagship that year. The 31s are cool but I really thought they were gonna go more futuristic as far as design ?

    1. I have to agree. Focus everything you have into one solid shoe for fans to wear like you originally did. The majority don’t look forward to the team signatures anyway. Just release Westbrook, Melo, CP3, Blake Griffin, Butler PE’s of the flagship — like a new city pack for each new flagship — and call it a day. I swear, this brand has no idea what the consumer actually wants. People with a real passion and understanding/ knowledge of the brand and its past/ performance should be leading things. Not greedy suits that used to get picked on in school that think they’re cool now because they work at Jordan Brand.

      1. Haha you’re answering your own question pretty much. They KNOW what the consumer wants, but it’s just all about the money…

        Great article, would love to see you talk a bit more unfiltered like this similar to how KickGenius is taking their route.

        You got the platform now, you can alter brands for the better if you apply the pressure.

      2. Yep exactlly. Its crazy comparing what you were saying to what Jordan’s basic product plan right now: Retros, flagships paying homage to retros, and a little bit of team signatures released as poor man models to the flagship. Just sad.

      3. I think they take all their cues from Mike. I think he behaves like a totalitarian douche in all his business and not hiring the right people to push the boundaries and the envelope of the products they can create. All the guys at JB (and Hornets) are total YES MANs which contributes to this culture. Just because he was the greatest on hardwood, doesn’t mean all his ideas are good and all his decisions are the best. I hugely believe Mike was the one who suggest the 31st shoe should be a ‘reboot’ edition of the brand, just Mike being nostalgic..I think they just need to hire the right people (this includes the Hornets) and get the right team together to make JB (and the Hornets) more competitive and forward driven. Where is the Mike that used to take everything ‘personally’ and use it as a driving force to be better and prove the doubters wrong?Someone should write a big piece on SI or Slam literally saying “Hey Mike, you’ve grown old and loss your ‘touch’..prove us wrong”..maybe then, we’ll get better performance products.

  11. I like the look, but I can see why some might not like this direction for JB. BTW maybe its just me, but I kind of get a Brankblack vibe from the Banned colorway.

  12. I think Nike and Jordan are at a point where consumers will continue to buy its products, but just not at their suggested retail price. Why? Do we need another pair of sneakers that cost $200 to add to our collections? Most likely not. Although Adidas is killing it right now, I predict the boost hype will die down as they continue to saturate the market with so many boost variations. And that’s what Jordan Brand has been doing for the past couple of years… Saturate the market with so many models, new and retro, that people can’t tell which is a flagship model vs. a budget Jordan model vs. a retro model with new c/w. In the end, I’m much more happy now that shoes are costing less. As for the 31, I think it’s just a little more than a fusion model or better yet… a Jordan Fusion Performance Model… that I might buy if they perform well and hits $80-100 price points.

    1. well JB and Nike imo had this sense of belief that name and logo matters which is somehow and someway true. it doesn’t matter if the product is garbage as long as the name is popular. in sneaker culture, a percentage of consumers have wised up that performance is also needed and not just the name. that is what other brands are targeting. this is also the reason why JB/Nike somehow stepped up their game recently to prevent this departure or loss of consumers. personally, the cushion hype would remain til something better or new is introduced. the full length unlocked zoom is a new innovation and somehow generated some interest back to Nike/JB. but I think success of the product would also partly heavily rely on who are endorsing it.

  13. Excellent article. Shows why you are at the forefront of sneaker performance reviews. Please keep up the great original informative work.
    One thing tho y’all link game is busted.
    Some of those links took you to some Alice in wonderland places

  14. At the end of the day, I’d like to see something never done before. That’s what JB was all about prior. Always leading the pack in the newest stuff, not rebooted. Watch the XX2 have influence From the AJ2, just saying. I mean, if the shoe performance.great, but I’d like to see different in terms of innovaion, design and inspiration.

    1. Its easy to say that when you are a consumer, but if you are sitting in quarterly meetings for Jordan Brand I dont think the exec team or shareholders care much about new tech. Its all about sales and profit margins.

      1. See, that’s exactly what’s wrong with a lot of businesses. They ONLY care about immediate profit. Innovation would definitely bring profit but it would take resources first. They don’t want to take the risk. A lot of businesses become complacent and settle for whatever comes from past laurels.

        1. A PERFECT example of this is the Concorde. It was a jet that could do the trans-Atlantic flight in half the time a normal aircraft can. Yet, it failed and was grounded forever because it couldn’t generate enough money. Thus, doesn’t matter how innovative or awesome something is — if it doesn’t translate to $ execs/people don’t give a f***

          1. That really is the perfect example. I had completely forgotten about that plane. The sad thing is that the plane would probably generate enough of a return over time and definitely pay for itself over and over. The problem is the time that it would take to get to that point. It’s really kind of crazy the way things have gotten in many areas of life where the immediate pay off or pleasure must be obtained with little to no effort or patience.

  15. Jordan signature line never sold out during his playing days. My mother bought my brother a pair of Jordan 12’s from Marshells department store. The Jordan 31 show little resemblance to the 1 apart from the Nike and Wing logo. Jordan Brand sell lot of
    performance and casual shoes.

    1. Exactly- i can remember buying the original blk VI and Command Force at JC Penney for the school year following the winter release date. They were $100 on sale and buy one, get one half off. This didn’t start until 1999 when the V retroed and really became a thing when the XI retroed the first time in 2001.

      As for the XXXI, I judge a shoe mostly on performance, and these LOOK like beasts. I HOPE I’ll find out in August.

      1. well, actually this was more of a pun intended for Tinker’s excuse of why fix which isn’t broken statement. I love it when they finally realize that people just don’t buy the brand name.

  16. I can’t wait for this shoe. I loved the 29, I loved the 30 even though Most people hate on it, I prefer them over the 29. Built better to me. But flyweave, full length zoom, I’m sure luck down will be good… I’m only worried about traction…. the ultrafly were a let down, but I’m keeping high expectations

  17. Remember the time they said there was no need for full length zoom and you only needed the zoom cushion in the forefoot..yeah…
    Guess they finally figured out cushion is a necessity

    1. Nike probably had some extra full lenght zoom bags laying around (Flyknit HD 2016,anyone) so Jordan Brand scooped it up.

  18. “If Jordan Brand continues this trend with the XXXII — taking design elements from the AJ2 and modernizing them into the new game shoe — then it might as well just update the Retro with modern materials. Replace the outdated PU midsoles with Phylon and remove the majority of the leather uppers in lieu of a Flyweave upper with the design of the shoe it’s replacing within the upper, much like it had done with the Air Jordan 1 MTM. Why reboot the Air Jordan line if you’re just going to remake poor copies of beloved models? Why not just remake the models that sell well with better tech?” – we are still looking forward to this. and when it happens it will be awesome.

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