air jordan 1 origin story collaboration explanation Spider-Man: Into the Spider-Verse

The recently released Air Jordan 1 “Origin Story” is another exclusive variation of the timeless basketball sneaker, rendered in the iconic “Chicago” color scheme that celebrates Marvel’s animated film, Spider-Man: Into the Spider-Verse. The sneaker’s distinctive design details pay homage to the film’s character, Miles Morales, who wears the kicks prominently in the movie.

Nerdist spoke with Jordan Brand VP of global marketing Sean Tresvant and Sony EVP worldwide brand strategy & global partnerships Jeffrey Godsick about the collaboration, which sold out within minutes following its debut this past weekend. However, StockX has the limited edition style in stock if you’re still looking to cop.

Read on for a few takeaways from the interview below, and for its entirety, head on over to Nerdist.

On the process for finding ways to develop brand partnerships like this collab…

JG: “In general, we seek and evaluate brands that share a common theme with the film. Spider-Man: Into the Spider-Verse is a completely original and groundbreaking film from concept, to style to presentation… With the Nike promotion in particular, we had a great opportunity for two iconic brands to enhance the story of the film and expand into a pop cultural moment. We developed a multilayered campaign which includes digital and influencer activations, special outdoor executions, and retail promotions.”

On the actual creative process, and facilitating the creative exchange between brands and storytellers…

JG: “We worked with the filmmakers and Jordan Brand for Miles Morales to wear the AJ1s in the film, which then helped to create a seamless and organic promotional partnership. This promotional partnership is unique as it helped define the main character in the film and became an organic component of the story.”

On the first priority/question when starting a creative partnership with a movie or property…

ST: “We always start with the question, ‘Is this authentic to our brand and our consumer?’ Looking at Miles Morales’ character, a heroic kid from Brooklyn where Michael Jordan was also born, it feels authentic that he would be rocking his favorite pair of AJ1s throughout his journey.”

On the decision to go with the colorway that honors the legacy of the shoe more than the film’s character, Miles Morales…

JG: “This film not about Peter Parker; rather it is about the introduction of Miles Morales, a character who took up the mantle of Spider-Man in the comic books in 2011. His suit is red and black.”

On the influence or inspiration that the filmmakers provided…

ST: “One of the film’s themes centered around empowerment and that anyone who wears the mask can be their own hero. We thought that was a perfect message to connect with the AJ1, which has been inspiring and empowering those who wear it for generations.”

On how the expansion of sneaker culture provides collaborative opportunities or creates challenges…

ST: “We embrace the opportunity to tell new stories through our iconic silhouettes that are authentic and resonate with the Jumpman community. As sneaker culture continues to grow, more opportunities arise for us to tell new, relevant stories.”

On any other potential partnerships that might appear with Jordan Brand…

ST: “We look forward to exploring future opportunities where we align this authentically to tell a story that inspires the youth.”

Once more, head on over to Nerdist for the entire coverage.

Now, stream the ‘Spider-Man’ soundtrack with Juice WRLD, Ty Dolla $ign, Jaden Smith and more.

Words by Renz Ofiaza
Staff Writer

scribbling by day, architect by night

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