Shoe: Air Jordan III

Year: 1988

In 1988, the Air Jordan line dropped their most fashion-forward design yet. But all everyone was talking about was the commercial. Nike’s new advertising firm, Wieden & Kennedy, paired up with a young filmmaker named Spike Lee and changed the way sneakers were sold forever. Rather than letting Jordan’s athletic excellence speak for itself, they gave him a hype man; a brash loudmouth kid from Brooklyn, Mars Blackmon. It was different, it was edgy and it was wholly entertaining. It was hip hop. It was the moment Jordans became not only a fashion necessity, but a cultural icon.