‘From the Ground Up’ Celebrates Jordan Brand in Inaugural Episode


We’re thrilled to introduce for the very first time our brand new sneaker show, From the Ground Up. The series takes cues from our previous project, Flip & Bricks, as host Pete Forester delivers weekly content focused on the most popular news from the sneaker world.

From the Ground Up takes that conversation even further through in-depth interviews with designers, artists, sneaker influencers and other surprise guests. The show also features roundtable discussions diving deeper into each episode’s focused topic. First up, the brand that started sneaker culture as we know it today and gave birth to the original sneakerhead: Air Jordan.

In our inaugural episode, Pete Forester highlights some of the biggest sneaker news of the week including Kanye West trying to obtain the trademark of Nike’s “Red October.” With NBA All-Star weekend currently taking over Los Angeles, Pete highlights the “dizzying number” of heat dropping in the next couple days.

adidas alone is set to drop round two of its Futurecraft 4D in a white colorway. Nike, meanwhile, sees LeBron James teaming up with Ronnie Fieg for the highly anticipated “Long Live the King” collaboration. Last but not least, everyone’s favorite Jordan, the Black Cement III, is set to make a huge comeback this weekend.

With weekend releases out of the way, Footwear Editor Chris Danforth joins from our Berlin HQ to give a History of Air Jordan 101, showcasing the birth and growth of the sportswear brand since the debut of the Air Jordan 1. Afterwards, Pete sits down with David Creech, the VP of Design of Jordan, to discuss the brand’s evolution of intersecting style and athleticism, Jordan’s women line, and the balance of form and function in their products.

To close out the first episode, Pete links up with Highsnobiety‘s Editorial Director, Jian Deleon, and Strategist, Creative Services, George Ocampo, to discuss their personal history with Jordan products, their first-ever Jordan purchase, and where they think the iconic sportswear brand is headed in the future.

Check out our full in-depth conversation about the Jordan brand in episode above, and be sure to follow us on YouTube for new episodes of From the Ground Up. Next week we will shed light on sneaker startups with surprise guests.

Also, follow Highsnobiety’s sneaker Instagram account for live coverage of NBA All-Star Weekend.

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