1 x Spider-Man ‘Origin Story’

A relatable hero

In 2018, Marvel showed audiences one of its most popular superheroes from a new perspective with the launch of the first movie in its animated Spider-Man trilogy. In it, multiple versions of Spider-Man are brought together from dozens of different dimensions, giving added depth to the character. Amongst this web-slinging group is the central character – a kid called Miles Morales. The film’s producers wanted to make him as authentic and relatable as possible, and part of that meant giving him a recognisable pair of shoes that young people could identify with. For this, there could be no better choice than the era-defining Air Jordan 1.

Establishing a connection

In the early stages, production designer Justin K. Thompson and director Bob Persichetti discussed the possibility of Miles being drawn with Jordan 1s, but since they didn’t have the rights to do so, they sketched him wearing a similar sneaker. However, they didn’t feel right using an imitation of the iconic AJ1 when their character could have the real thing. So, Persichetti got together with one of his co-directors, Peter Ramsey, and wrote a letter directly to Jordan Brand. They explained how important Spider-Man was to the fans and how the character embodied the same empowering message as the shoe brand – that anyone can become a superhero and achieve their greatest potential. Jordan Brand loved the idea, and so began a partnership that would bring about the very first Air Jordan 1 x Spider-Man.

A famous colourway

As fans of the Air Jordan 1 themselves, Thompson and Persichetti based Miles’ sneaker on the iconic Chicago colourway from 1985. One of the earliest colour schemes to be applied to the AJ1, it has been recreated and re-released several times in the decades since it first came out, making it the perfect intergenerational choice for the film’s protagonist. As promotion for Spider-Man: Into the Spider-Verse began, the sneaker featured prominently on posters, one of which clearly showed its unmistakable red outsole as Morales jumped through the air, the laces hanging loose to reflect the fashion trend of young people in his native Brooklyn. As the superhero wears the shoe throughout the film, it also appeared in various trailers, bringing the Air Jordan 1 x Spider-Man more and more exposure as its cinematic debut neared.

A unique take on a classic

As the release date approached, Jordan Brand revealed that a physical pair of Air Jordans would be launched in tandem with the film. Those lucky enough to attend the initial screenings at the beginning of December, 2018, were rewarded with early access to the sneaker, which put its own unique stamp on the well-known Chicago colourway. While it has the familiar white upper, red overlays and black swooshes of the original, its outsole comes in a translucent blue, with solid blue shading on the tongue label and insole to reflect the colours found on Spider-Man’s outfit. Meanwhile, a compelling pattern of 3M reflective spots covers the overlays in reference to the textural details that were added to comic book characters in the past.

An actor’s insights

Jordan Brand then enlisted actor Shameik Moore to tease the shoe’s wider release on the Jumpman23 Instagram page. In a video posted on 11th December 2018, just three days before the film and sneaker were to be released, the voice of Miles Morales could be heard from the man himself as Moore was shown wearing a pair of the Air Jordan 1 Retro High OG ‘Spider-Man: Into the Spider-Verse’. He talked about his similarities to the character, expressing himself creatively and being defiant, while the comment read “Real life superhero. Actor @ShameikMoore reveals his greatest superpower.” It finished with the #SpiderVerse hashtag and the release date.

Final teasers

On the same day, Jordan Brand posted a set of photos featuring the upcoming sneaker. In a nod to the superhero’s powers, the first of them was of the shoe hanging upside down from the ceiling, while the others showed off some of its unique details. The comment revealed the nickname given to the sneaker – Origin Story – a fitting title given the film’s depiction of Miles’ journey to becoming Spider-Man. Then, on 13th December, Jordan Brand posted about the shoe one final time. This included two pictures of Shameik, one a wide shot where he can be seen wearing Origin Story, the other a close up of the actor. The comment urged people to check out an interview the brand had done with Moore in which he “reflects on the significance of wearing Air Jordan 1s in the film”.

A powerful precedent

What started out as just a conversation between two fans of the Jordan 1 eventually resulted in a creative partnership that would go on to produce a memorable version of the iconic shoe. The Origin Story not only honours the movie and the sneaker, it also gives fans of the character the chance to emulate their hero in a new and inspiring way. This collaboration has set a precedent for Jordan Brand and sneaker culture that will doubtless lead to exciting opportunities and stunning designs.