James Whitner: Elevating Jordan Brand

James Whitner has just begun revolutionizing the sneaker industry through a variety of notable efforts including his highly praised collaborations with one of the largest names in footwear. After establishing his reputation through his conglomerate of boutique stores, he was given the opportunity to cement his name in sneaker history by developing limited collaborations with Jordan brand. 

Whitner credits a particular moment and situation in his life for motivating him to establish his first retail outlet, Flava Factory, in Charlotte, North Carolina. Before the launch of his clothing outlet in 2005, he found himself in a Pittsburgh hospital bed with a gunshot wound realizing that he wanted to take control of his destiny and inspire his community to seek out opportunities rather than contributing to a cycle of violence. He recognized his duty to uplifting his community saying, "I understand that companies are for profit, but if we hold them accountable to reciprocating our given support with action and financial commitment, it would become a bottom line issue." The outlet's success eventually led him to identifying secondary markets yearning for limited sneaker releases and developing sneaker boutiques including one that caught the eye of Jordan brand executives.

A Ma Maniére, meaning "In my way," is Whitner's Atlanta high-end footwear boutique opened in 2014. This particular boutique led Whitner to a close friendship with Michael Jordan’s son Marcus Jordan and eventually earned him a rare opportunity for collaborations with some of Jordan brand's most coveted models. One might argue that these contributions to Jordan's famous Air Jordan line have promoted James Whitner to Pro-c creative from his previous standing as a professional grade designer for some of the world's most anticipated shoes. 

Whitner's success in his collaborations with Jordan brand's main line of Air Jordans is the result of a collective thinking style, demonstrated through his incorporation of luxury materials and storytelling into Jordan's timeless shoe models. He imbued his sneakers with his expertise in premium fabrics from his own retail outlets and complimented the shoes' release with meaningful storytelling that aims to accomplish more than simply build anticipation for sneaker release date. His creative process involves him first identifying a social issue to address before even selecting a silhouette or theme for his sneakers. This is exceptionally rare in an industry that values high profit margins through cheap materials and rushed production. 

Along with the release of his Jordan 1 collaboration, Whitner developed the short film embedded above with the striking imagery of a rose growing through cracks in concrete. He insists that the message of the short film is prioritized over the release of the shoe itself stating, “The shoe exists to tell the story.” He shows a selfless focus on uplifting the Black community rather than promoting the sale of his sneakers. The film defends the idea that "Black culture is valued over Black lives—and that, despite this, Black people survive." His Air Jordan 1 features a blend of materials and details that echo the aforementioned message and remind wearers of imagery of the short film. Cracked leather reflects the sidewalk from which the rose grows, the quilted inner lining calls back to Whitner's appreciation for luxury materials and comfort, and the maroon Nike "swoosh" mirrors the rose itself symbolizing a flourishing Black community overcoming adversity. It's a beautiful shoe that illustrates why Whitner deserves the opportunity to continue developing his line of sneakers. 

Sources: 

https://www.complex.com/sneakers/2016/10/james-whitner-interview

https://www.complex.com/style/2020/06/james-whitner-call-to-action-streetwear-sneaker-industry

https://www.gq.com/story/a-ma-maniere-air-jordan-1