Project Bluefoot.com recently sat down with Erin Patton, Jordan Brand’s original Director of Product and Marketing, to get the narrative behind the Jumpman’s inaugural years. Patton was responsible for building fruitful relationships with Nike’s expansive marketing and product teams, fielding Jordan’s original team of athletes and vibing with MJ and Tinker Hatfield to lead Mike’s footwear subsidiary to unprecedented levels of success. Through it all, Erin coined the system of “seeding” (the process of hitting celebrities and notables off with exclusive gear, before you normal folks get a look.) by blessing Los Angeles barbers with product pre-release to measure the street’s reaction to a shoe. He’s also accountable for putting Brand Jordan’s apparel division on shelves, styling athletic and off-court gear with each year’s cache of kicks. To learn more about Erin Patton’s fascinating past and catch up on his current position and new book, please visit Project Bluefoot.
Project Bluefoot.com is headed by NikeTalk moderator Steez. The website is an industry hub for those interested in sneaker design and performance technology.