Nike’s New Footwear Trademark Lands as Jordan 40 Launch Approaches
Jun/27/2025
On June 3, Nike unveiled a new graphical trademark for its footwear, coinciding with the introduction of the 40th Air Jordan—a design milestone carrying formidable expectations. The Jordan team, led by Jason Mayden, navigates the perennial challenge of honoring a line that helped spark modern sneaker culture while keeping its innovation fresh and culturally relevant, balancing inspiration from Michael Jordan’s personal tastes with a keen eye on basketball-obsessed youth. The Jordan 40, slated for July release at $200, takes a restrained yet technologically advanced approach, weaving subtle homages to past models into an elegant, simplified silhouette backed by cutting-edge running shoe foam. Meanwhile, Nike faces cost pressures as tariffs threaten to add $1 billion in expenses this year, prompting the company to weigh strategic price increases and efforts to diversify sourcing away from China. In the background, the Jordan Brand continues to captivate a diverse following—from high school dreamers to NBA stars—even as it wrestles with the commercial legacy of its own success.
