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February of 1989, Nike realized its first pair of air Jordan 4.
The four original colorways-Black/Cement Grey, White/Black, White/Fire Red and Off White/Military Blue-boasted a Jumpman (Flight) logo on the tongue, a Nike Air logo on the heel tab, along with a visible Nike Air bubble on the midsole. Designed by Tinker Hatfield.
The sneaker moment was so iconic that in 2017, Jordan Brand released a limited edition “Do The Right Thing” Jordan IV, complete with the red/yellow/green lace crown a la Buggin’ Out with the signature scuff to match.
In the beloved scene, Giancarlo Esposito’s Buggin’ Out is on the street talking to Lee’s Mookie when a neighbor bumps into the former while finishing a bike ride. The camera focuses down on the shoes as Buggin’ Out proceeds to famously say, “you just stepped on my brand-newas white Air Jordans!” With that, the Jordan IV becomes a part of pop culture like no other Jordan before it. The sneaker moment was so iconic that in 2017, Jordan Brand released a limited edition “Do The Right Thing” Jordan IV, complete with the red/yellow/green lace crown a la Buggin’ Out with the signature scuff to match.
The shoe’s pivotal role in the movie was a huge moment for both Jordan brand and for sneaker culture in general. More than simply highlighting the shoe, the sneaker was used as a device to discuss race relations, gentrification and the outsize role Jordan Brand would have on a generation of young people. A year before the controversial Sports Illustrated article, “Your Sneakers or Your Life,” Do The Right Thing put highly sought after sneakers in the national spotlight.
In 1999, ten years after its initial release, Jordan Brand began issuing retros of the Jordan IV. First, the original white and black colorways were released, followed by other colorways in 2000, and other iterations most years from 2004-2018. The shoe gained a cult-like following-not as popular as the I or III, but for those in the know, a much more subtle flex. Popular colorways included the White/Pure Platinum, “Mars Blackmon” Fire Reds, “Oreos” and “Motorsport” Blue.
Air Jordan 4 has done many collaborations with Virgil Abloh (sails), Union (union guava ice), Supreme (supreme jordan 4), Levi (denim white, black & blue denim) Travis Scott (cactus jack) Drake (Raptors drake ovo) Isaiah Scott (Doernbecher), Olivia Kim (black cat), Mark Wahlberg (Wahlburger), Eminem (encore) among others.