Jordan Brand Marks 40 Years of Air Jordan 1 with ‘Banned’ Revival

The Air Jordan 1, one of the most iconic sneakers in sports and street culture, is celebrating its 40th anniversary, and Jordan Brand is taking a unique approach to the milestone.

Rather than a traditional marketing push, the brand has leaned into the mystique that has defined the sneaker’s legacy since its debut in 1985. As rumours continue to swirl, the highly anticipated return of the ‘Bred’ (Black and Red) Air Jordan 1 is expected to be extremely limited—just 10,000 pairs released at 23 select stores across the U.S. However, Jordan Brand has yet to officially confirm the details, keeping anticipation high ahead of a rumoured February 14 drop.

Adding to the intrigue, Jordan Brand has deactivated its Instagram and X (formerly Twitter) accounts, reinforcing the ‘Banned’ campaign that first propelled the Air Jordan 1 into cultural infamy. The backstory? When Michael Jordan wore the black-and-red sneakers in the NBA, they violated the league’s uniform policy. The NBA fined him, but Nike covered the cost and used the controversy to market the shoes—cementing their status as a rebellious statement in both sport and fashion.

To commemorate the anniversary, Jordan Brand has released a two-minute animated short revisiting the “Banned” origins. Reports surfaced that Nike employees are being fined for wearing Jordans on the company’s campus.

Sneaker enthusiasts remain on high alert with no official confirmation of the rumoured release. But one thing is certain—40 years on, the Air Jordan 1 continues to set the standard for influence, innovation, and exclusivity in the sneaker world.