QUALITY PRODUCE: A GOOD LOOK AT THE AIR JORDAN 2011 “YEAR OF THE RABBIT”
The 26th incarnation of the greatest endorsement in history is draped with a Chinese Zodiac theme, playing off this years token animal, the year of the Rabbit. More solid marketing from the sportswear giants; the Rabbit, besides representing speed, quickness and hops is also the token animal for the year Jordan was born, 1963. Although the Zodiac theme has likely been planned for years, the timing, could not be more appropriate now, with more ex-NBA stars playing in China. Stephon Marbury and Steve Francis are just two of the cross pollination of NBA to Chinese leagues. The Jordan box is made to mimic the red envelopes used to give money and luck, while the show itself is done in a red and grey color scheme and abundant in Chinese symbolism.
by Lennon Bergland