Jordan Brand’s First Africa-Based Collaboration Brings the Air Jordan 2 to the Next Generation
- The Air Jordan 2 Retro Low Shelflife is Jordan Brand’s first footwear collaboration with an Africa-based partner.
- One of South Africa’s leading sneaker retailers, Shelflife is inspired by graffiti and street art, and the team is unified by a spirit of ubuntu: “I am because we are.”
- The international collab is one of a number of releases of the Air Jordan 2 following the launch of the Retro J Balvin, Maison Château Rouge and Nina Chanel Abney versions of the silhouette.
Rooted in Shelflife’s graffiti and street art origins, the design has a white and light-bone upper with orange accents on the heel. On the insole, a graphic of scrawled signatures and autographs reflect the retailer’s ubuntu team spirit: “I am because we are.”
Shelflife is one of South Africa’s leading sneaker and streetwear stores. Founded in 2006 in Cape Town, the brand’s second door in Johannesburg opened 10 years later and is a pillar in the local retail scene and throughout South Africa.
The collaboration is one of many Jordan Brand partnerships with sneaker retailers around the world, from Detroit (Burn Rubber) to Manila (Titan), that bring inspiring local stories to a global audience. The Air Jordan 2 Retro Low releases October 21 online and at Shelflife stores in Cape Town and Johannesburg.
Air Jordan is a line of basketball shoes and athletic clothing produced by American corporation Nike. The first Air Jordan shoe was produced for Hall of Fame former basketball player Michael Jordan during his time with the Chicago Bulls in late 1984 and released to the public on April 1, 1985.The shoes were designed for Nike by Peter Moore, Tinker Hatfield, and Bruce Kilgore.
Nike, Inc. is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is the world’s largest supplier of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$37.4 billion in its fiscal year 2020 (ending May 31, 2020).As of 2020, it employed 76,700 people worldwide.In 2020 the brand alone was valued in excess of $32 billion, making it the most valuable brand among sports businesses. Previously, in 2017, the Nike brand was valued at $29.6 billion. Nike ranked 89th in the 2018 Fortune 500 list of the largest United States corporations by total revenue.