Jordan Brand continues establishing itself within Mexican culture through collaborations connecting sneaker enthusiasts and sports. The brand’s latest footwear release, the Air Jordan V El Grito, pays homage to Mexican culture, both in the U.S. and abroad, through nods to Mexico’s city streets, colors, textures, and community.
El Grito’s white leather upper features embossed details on the tongue, toe and heel, inspired by Mexican craft and textures, including Talavera a colorful glazed and decorated pottery type made in Puebla, Mexico, and its nearby communities of Atlixco, Cholula and Tecali.
Red and green lace locks and midsole teeth contrast with the sneaker’s white color, and dubraes engraved with the word “viva” give the shoe’s silhouette an “unmistakeable Mexican touch.” A green, red and white Jordan Brand label on the inside of the tongue furthers that feel, and a geometric, burgundy design pattern throughout the shoe’s interior lining provides an added pop of color.
The El Grito builds on previous Jordan Brand collabs that celebrate Mexican culture and traditions, including the Jordan Chilango apparel collection and Air Jordan 1 in various Nike Día de Muertos collections.
Another example is the July opening of Nike and Jordan World of Flight Mexico City, the first Jordan World of Flight experience in Latin America and Nike, Inc.’s largest retail space in the region, three floors spanning over 22,000 square feet on the Calle Madero in downtown Mexico City.
After a limited release in Mexico, including at Jordan World of Flight Mexico City, the Air Jordan V El Grito will be available globally on September 12.
Image courtesy Nike, Musician El Malilla is the face of the Air Jordan V El Grito campaign
