Jalen Hurts’ Super Bowl Cleats: A Retro Bowl-Worthy Look!

Jalen Hurts, a Jordan Brand athlete and central figure in their “Banned” marketing campaign, will wear a special player edition (PE) of the Air Jordan 1 Retro High ’85 “Bred” cleats during Super Bowl 59. This “Unbannable” version of the highly coveted sneaker features a black rectangle over the lateral Swoosh, a nod to Nike’s original “Banned” marketing from 1985. The heels of the cleats will also feature the word “Unbannable” and a small white Jumpman logo, while Hurts’ logo appears on the right tongue and the Jumpman logo on the left.  

Jordan Brand explained that these PE cleats symbolize the brand’s lasting impact on sports and culture, stating that Hurts embodies the spirit of greatness championed by Michael Jordan. The brand’s “Unbannable” campaign, coinciding with the 40th anniversary of the Air Jordan 1, revisits the narrative of the “banned” shoe from 1985.

Hurts’ involvement in the “banned” marketing has been prominent. He previously wore mismatched Air Jordan 11 cleats (covered with black rectangles) before the Super Bowl, resulting in a fine from the NFL. He was also featured in Jordan Brand’s “Unbannable” ad, which playfully explores the hypothetical scenario of Nike not paying the original “banned” shoe fine. While not directly related to Retro Bowl, Hurts’ choice of footwear adds another layer of intrigue and marketing savvy to his Super Bowl appearance.

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