Air Jordan DNA LX 'Pure Platinum'
Colorway: Pure Platinum/Pure Platinum/Dark Grey · Style code: AO2649-002 · Release date: July 2018 · Price: $2463 · Availability: Available now
More colorways: Air Jordan DNA LX 'Black' (AO2649-001) · Air Jordan DNA LX 'Cargo Khaki' (AO2649-301) · Air Jordan DNA LX GS 'Black Gym Red' (AO2650-023)
Jordan Brand spends most of its attention on retros, which leaves the models built from scratch for everyday wear largely undiscussed. This is one of those: a lifestyle shoe rather than a basketball one, sold in 2018 at a fraction of what a retro cost and assembled from the line's design vocabulary rather than from any single model. The version here pairs a synthetic leather upper with an Air cushioning unit underfoot, a lightweight foam midsole and rubber traction sections, with a pull tab at the heel: a build closer to a modern running silhouette than to anything from the 1980s. Other colourways of the same shoe used a knitted upper instead. This one is tonal pure platinum with dark grey through the sole, the plainest treatment available. Shoes like this exist to keep a brand present in a market its flagship products have priced themselves out of, and they get worn far more than they get written about.