As an in-house copywriter with Cult Edge LLC, one of my clients was a sneaker and fashion retailer named Sneak Avenue. I had the pleasure of providing copy for the client's blog.
Sample post: Air Jordan 3 OG "Black Cement"
COPY:
A memorable retro makes its way back to release calendars. The Air Jordan 3 Black Cement is one of the OG color schemes to originally drop for AJ 3 when it first debuted. Throughout the brand’s earlier days, the Jordan signatureline had been about an array of experimentation and branding wit. Nike’s full marketing prowess was awarded to the Jordan effort, resulting in one of the more remarkable runs of advertising in sneaker history. The Air Jordan 3 would get its own share of this hype. In fact, this was one of the first shoes to be shown on the Jordan ads that famously featured Mars Blackman. Now, it returns to us in all of its retro glory.
There are several aspects of this shoe that stand out now as they did back then. Though the last time we saw this colorway in a re-release back in 2011, the materials and execution remain spotless. The Black base on the upper is in a fine leather construction. The texture is easy to tell despite the monochromatic look. Cement Grey provides ample contrast via the tongue and ankle liner, joined by the Red Jumpman branding. Of course, we can’t forget about that iconic elephant print detail. Adorning the heel and mudguard portions, this graphic is about 90% of the appeal to many in the sneaker community.
It all comes together quite nicely on this hotly anticipated Air Jordan 3 iteration. As you can imagine, the Air branding on the heel tab will also be a very welcome sight. Fans have been waiting for an OG colorway of the Air Jordan 3 to release for quite some time now. The Jumpman has had a few moment of meeting that demand, including dropping the “True Blue” and more premium winter editions in the last few years. With that being said, fans of the OG model will be very excited about this one. The Elephant print is of particular interest, representing the remarkable nature of both the shoe and its accompanying advertising when it first dropped.
The Air Jordan 3 is a fixture on many a top 10 list not just of Jordan fans, but sneakerheads in general. It made its debut back in 1988, and what a year it was for the GOAT. Air Mike was flooring NBA teams with a mix of freakish athleticism and polished skill. We were all still in the “how is this guy real?” phase of our Jordan fascination. The Air Jordan 3 mirrored the maturation and development of its namesake. Michael was coming into his own as a pro basketball player after being something of a one-man show. The Air Jordan 3 was a deviation from the original, bulkier designs to something a bit more restrained and functional.
In more than a few ways, the AJ 3’s debut was a sign of the greatness to come. The circumstances in which it was first dropped were pretty remarkable. In 1988, Michael is still three seasons away from his first championship. Yet, he’s blowing people away game by game as his style and flair captivate audiences. One performance in particular at 1988 All-Star Game in Chicago, will be fairly memorable. Winning the MVP award at the game’s conclusion, Jordan dropped a 40-spot in front of his home crowd, who was awed despite seeing this sort of thing a lot.
The Air Jordan 3 OG “Black Cement” will be available in GS and men´s sizes on Saturday, 17.2.2018 instore and online here.
