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The History of the Air Jordan 2010

Following in the footsteps of the Air Jordan 2009, the 2010 used its year as its title. Despite continuing to go into new directions, the GOAT returned to design the 2010 shoe, Tinker Hatfield.

aj 2010

See Through

Hatfield used Michael Jordan’s ability to see through his opponents as the basis of the shoe’s inspiration. The designer introduced transparent TPU windows to the sides of the Air Jordan 2010. On the base of each midsole includes MJ’s famous quote: I’ve failed over and over and over again in my life. And that is why I succeed.” The 2010 paid tribute to the legacy of MJ but also looked to the future. It was a silhouette that utilized innovation. The independent forefront offered support, natural movement and borrowed a cue from running shoes by using Zoom Air in the outsole for maximum responsiveness.


The 2010 originally retailed for $170. Five OG versions of the 2010 originally released. Dwayne Wade was a major part of the marketing campaign for the 2010. The NBA superstar debuted the 2010 at the NBA All Star Game. Joe Johnson was also spotted in the 2010 throughout the year.

The 2010 continued to take Jordan Brand into a new era. You can find Jordan Brand products at Shoe Palace.


- Adam C. Better

air jordan 2010