When Space Jam hit theaters in 1996, it literally changed the game. We saw "thee" Michael Jordan on the big screen for the first time, alongside the Looney Tunes, Bill Murray, and NBA legends like Larry Bird and Charles Barkley. Of course, the film also featured those iconic Air Jordan sneakers. 30 years later, Space Jam is still just as culturally relevant as well as a sports and fashion hit. The Jordan shoes are good as ever, too.

 Highsnobiety got up close with the 30th-anniversary Space Jam collection, and spoiler alert: there are even more shoes this time around. The OG "Space Jam" Jordan 11s lead the way, with a premium design that's not only true to the original but complete with movie Easter eggs. It’s basically the closest thing we'll ever get to the pairs Jordan wore in the film. Meanwhile, the brand also introduced two additional Jordan 11 sneakers: a bronze-ish, color-shifting "Magic Ball" pair and a tonal, Bottega-level "Green Screen" option. These new takes call back to the ‘90s classic but with more modern details and finishes. 

"Think about all the content creation that's going on, kids using these backdrops to create these invisible worlds. Imagine that kid that's using a green screen. He can pick his AJ11 and turn it into whatever moment he's trying to create," Terrance Harvey, who oversees Jordan’s retro releases, tells Highsnobiety.

"It's more about the experience that they can feel around the product and less about telling them another narrative about MJ."

Jordan’s Space Jam anniversary collection also includes Jordan 11 cleats, Jordan 1 Golf shoes, Jordan First 1s, Jordan 3s, and lifestyle-slash sports clothes. Essentially, there's something for everyone, young and old, hoopers and golfers, and the "I thought it looked cool" folks in between.

"It's not just offering the consumer an AJ11 or the OG colorway. It's about what other worlds they are in. That's why we offered the cleat, golf shoe, and apparel across sports and streetwear," Harvey says.  

"We got something for you that's still tied to the Space Jam vibe and still relevant to the moment." 

The jam-ing didn't stop there, either. The Jordan Brand invited Highsnobiety out to Los Angeles for a massive celebration, aptly dubbed "Welcome to the Jam." It was roughly 48 hours worth of Space Jam-related activities, including a beachside welcome dinner with movie-themed cocktails and a private screening of the movie (of course!). 

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The main event, however, went down at the Jordan Dome in Inglewood on October 8. Under one roof, the brand erected an exhibition of never-before-seen cartoon sketches and movie memorabilia. The brand also hosted a panel with stylist Aleali May, WNBA star Azzi Fudd, MJ's trainer Tim Grover, and godfather of the Jordan Brand Howard White. Cactus Jack artist SoFaygo performed. Travis Scott also made an appearance. 

As if the night wasn't already jam-packed with surprises, the Jordan Brand ended the evening with a bang, announcing a six-part mini docuseries about the making of Space Jam. Its name? Beyond the Jam. It will debut on YouTube on November 15. And since Jordan's Space Jam sneakers and clothes drop on November 6 on Nike's website, consider the watch party 'fits handled.

"We're Jordan Brand at the end of the day, so there will always be product, synergy, and momentum built around MJ himself. But we also know we have an obligation to push this brand 40 years from today's moment. I think that comes through really unique stories that really resonate with the kids today," Harvey says.

"Today's Jordan consumer is totally different from what it was 5-10 years ago. Today's youth, they haven't had the chance to see him play. They know who the man is to some extent, but I think it's very important for us to push new narratives that are respectful of their worlds."

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