Justin Timerlake’s performance did not hit the mark, but for Nike and Jordan Brand, it was a win-win situation. Along with his camouflage attire, JT was laced up in an Air Jordan 3 iteration, which is now being referred to as the “JTH,” i.e. (Justin Timberlake/Tinker Hatfield). It is the same iteration inspired by the sketches Tinker had originally drawn when he was designing the Air Jordan 3. Apparently, Nike paid $2.86 million for Justin to rock the pair during his performance, which now has a resale value of almost $2,500. This is apparently not the only source of hype that has been surrounding Jordan Brand though.
All those who have been following Jordan Brand’s official Instagram account (@jumpman23) are probably aware that all photos posted on the account suddenly vanished near the end of January 2018. February 6th marked the 30th anniversary of 1988 NBA Slam Dunk Contest during which Michael Jordan took flight and made his historic, remarkable dunk. The date also marked the return of @jumpman 23, as a slideshow was posted on the Instagram account. The slideshow consists of three black and white photos of unforgettable moments from Michael Jordan’s career along with famous quotes by him visible on each on each photo.
The fact that Jordan Brand completely refreshed their Instagram account out of the blue, without any updates may seem mysterious, but something even more mysterious has happened in Los Angeles. On the corner of LaBrea and Melrose, a strange billboard was put up that seems to be related to Jordan Brand, considering that it features a label with “THE LEGEND OF AJ1” printed over it. Beneath it is the word “UNBANNED,” with the banned part hidden by the label, which also has a “Jumpman” hangtag attached to it. The URL “UnbanTheLegend.com” is also featured on the billboard.
Visiting the UnbanTheLegend.com website reveals a countdown clock, which suggests that something is going to be unboxed on June 1st, 2018. A Facebook page and an Instagram account also seem to have been launched for UnbanTheLegend, while visitors can also sign up for updates on the website.