Deep Dive: Jordan Air Rev

Jumpman, Jumpman, Jumpman. Them boys up to something.

In fact, Jordan Brand has been up to something behind the scenes for the last eight years developing, evolving, testing and iterating prototypes and models for the new Air Rev golf shoe.

While the brand under the NIKE umbrella has remained in the golf conversation by turning classic silhouettes and models like the Air Jordan 1 Low, Air Jordan 14 and Jordan NU Retro 1 into golf footwear, Jordan Brand believes its innovative Air Rev will usher in a new era for Jordan Brand and, ultimately, NIKE.

“It’s something that only we can do as a brand that’s unlocked by one of our oldest and most tried and true technologies—just used in a different way,” Matt Plumb, NIKE Men’s Sport Footwear Director, said during the Air Rev’s unveiling at Michael Jordan’s private golf club The Grove XXIII. “We do see this as an opportunity as a technology platform we can stand on for multiple years and there’s other versions that we could potentially work through.”

Rather than looking like a tried-and-true Jordan Brand silhouette, the Air Rev, available for $250 beginning May 14 at jordan.com and select retail partners throughout North America, is unlike anything the brand has done.

In a first for both Jordan Brand and NIKE, the Air Rev features a moveable Air Zoom unit inserted into a pouch on the sidewall of the trail/back foot intended to provide appropriate pressure on the swing. Complemented by the brand’s Formula23 foam on the lead/front foot to deliver cushioned stability, the Air Rev is all about promoting optimal rotational velocity and clubhead speed based on how a golfer moves during a swing, especially in the transition from backswing to downswing.

A proprietary dial-lacing system—looks like BOA but isn’t—is wrapped nicely and neatly together under a colorful leno weave strap to provide cushioning and containment. The system is called Flight Lock.

Rather than manufacturing shoes for left- and right-handed golfers, the Air Zoom unit and Formula23 foam can be swapped to fit any preference and need.

Not only does the Air Rev reinvent Jordan Brand’s golf technology and silhouette but the shoe’s spikes and traction differ from prior models. Featuring varying forms and sizes of spikes based on pressure-mapping data taken from athletes during testing, the integrated traction element was designed to keep the shoe lightweight without sacrificing control.

“You’re trying to create as much appropriate rotational velocity as you can in a golf swing,” said Darren May, The Grove XXIII’s golf professional and Jordan’s golf coach. “To do it in a stable fashion from the ground up is extremely beneficial, obviously. The key here is you’ve got a ballistic push off from your trail foot and a braking or slowing down and redirection of that energy on your lead foot which is essential. You don’t want it ballistic on both sides. 

“The fact that it’s torque-related which creates rotation with the foot being as stable as possible, allows us to position that Air bag in a spot where there’s an appropriate push off and it’s very efficient.”

Air Rev gets its name from “rotational energy velocity” as well as Jordan Brand’s aspirations of revolutionizing the game.

While the shoe has yet to be available for testing, Jordan Brand ambassadors including Los Angeles Rams wide receiver Davante Adams and former Cleveland Browns/Pittsburgh Steelers cornerback Joe Haden who sported the shoes at The Grove XXIII practice facility and shared their thoughts while chipping.

“This legit might be the most comfortable shoe I ever put on,” Adams said. “I usually go for my PEs but these might be taking their spot. The look, the feel, the stability that it gives and obviously it’s a great look, comfortable.”

The Air Rev’s look, particularly the strap, has raised a few eyebrows, but it is far from cosmetic or necessary. If anything, it’s the most significant component of the entire design and Flight Lock system.

“Does it have to have a strap? It does,” Plumb said. “The strap is really what enables the Flight Lock system to work and that level of containment and that level of keeping the Air bag as close to the foot as possible to create energy return. 

“Michael said, ‘Well, then, let’s not be apologetic about the strap and let’s celebrate the strap,’ so he really pushed us to go ahead and be more expressive in this and turn the strap on. It’s instantly recognizable and instantly noticeable when you see the shoe on the course.”

Boasting a two-year waterproof guarantee thanks to synthetic leather brought over from NIKE’s global football team that’s utilized in its popular Tiempo cleats, the Air Rev is the focal point of Jordan Brand’s new era in golf which also includes a new apparel line this summer.

“I look forward to seeing where we go in this game,” Jordan Brand President Sarah Mensah said.

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