Matt Varga With the Air Jordan 3 “Black Cement” looming as one of the biggest sneaker releases of the year, retailers around the world are pulling out all the stops to prepare. We already saw Jordan Brand themselves mint a splashy moment with the Scarr’s Pizza Giveaway, but Berlin’s Solebox may have just one-upped the Jumpman itself.
A few days ahead of the release, Solebox announced a short film centered around the iconic AJ3, drawing connections between the seminal colorway and the construction material itself. While the short hasn’t been publicly unveiled just yet, they’ve already won some headlines by wrapping a cement truck with the pair’s iconic elephant print. Though that’s the most eye-catching detail, the truck reflects the arrangement of the Air Jordan 3 “Black Cement” pretty much note-for-note; see the fire red Jumpman and solebox branding throughout and the stealthy finish on the mixer barrel.
If nothing else, this emphasizes how elephant print has become one of the true calling cards for Jordan Brand. NASCAR fans will remember that Michael Jordan and his 23XI Racing outfitted Kurt Busch with a Jordan 3 inspired car of his own back in 2022.
Of course, this doesn’t just stop at a construction-themed activation. SoleBox will be releasing the Air Jordan 3 “Black Cement” on November 23rd alongside a SNKRS launch and a host of additional retailers. Retail remains set at $220 for adult sizing, with additional size ranges on offer (GS $150, PS $90 and TD $75.)
WHERE TO BUY
Mens Air Jordan 3
US 11/23/2024 Saturday
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