Air Jordan 4 "What The" Unveiled Through New Product Video: Watch

Jordan Brand is having themselves a year.

BYAlexander Cole
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Image via Jumpman

Thirty years ago, Tinker Hatfield and Michael Jordan came together on the Air Jordan 4 which was the stylistic evolution of Hatfield's first effort with Jordan Brand, the Air Jordan 3. The shoe has been praised by sneakerheads over the years and when it first came out in 1989, it was released in four OG colorways. These models are "Military Blue," "Bred," "White Cement," and "Fire Red."

Jordan Brand has been known to celebrate its history in the past and with this being the 30th anniversary of the Jordan 4, they are looking to do more of the same. Over the past couple of months, we have been showing you teasers of the Air Jordan 4 "What The" which is a mixture of the aforementioned OG colorways. The left and right shoes are mismatched which creates a dynamic aesthetic that will be immediately recognizable to the OG Jordan heads out there. 

Thanks to a new video from Jumpman, via @zsneakerheadz, we see an official pair of the shoe being worn by a model who tinkers with the lacing. The promotional video shows off all the little details of the shoe and if you're a Jordan fan, it's hard not to be just a little bit excited. These are dope and could very well be the coolest release of the year. 

https://www.instagram.com/p/B3co95Ml3Y3


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About The Author
Alexander Cole is the current Managing Editor of HotNewHipHop. He started at HotNewHipHop back in 2018 where he began as a Sports and Sneakers writer. During this time, he has shown an expertise in Air Jordans, Yeezys, and all things that have to do with Nike. His favorite kicks are the Air Jordan 1 High OG, the Air Jordan 4, the Air Jordan 6, and the Adidas Yeezy Boost 350 V2 in the "Beluga 2.0" colorway. Although his collection might not be the biggest, he is always looking to add new styles to it. When it comes to sports, Alex has a particular interest in the NBA and the NFL. His favorite teams are anywhere LeBron goes, and the Kansas City Chiefs. As a Montrealer, the Montreal Canadiens hold a special place in his heart, even if they haven't won the Stanley Cup in his lifetime. Alex also works for the Concordia Stingers, where he provides play-by-play and color commentary for the football, hockey, and basketball teams His favorite hip-hop artists are Kendrick Lamar, Playboi Carti, Travis Scott, and Lil Uzi Vert.