After some poor quality photos circulated the web last week, Jordan Brand has begun an elaborate unveiling for the Air Jordan 30. It’s took place at Adler Planetarium in Chicago, and the recorded livestream of the event is still available here.

The presentation was as grand as you can imagine for the multibillion dollar sneaker brand, and the narrative starts way at the beginning. Not the beginning of Jordan’s career as you might expect, but the beginning of the universe. I guess after so many years of dominance, you have to keep getting grander.

After the over-the-top introduction, designers Tinker Hatfield and Mark Smith sat down to discuss everything about the Air Jordan 30. They get into detail about the construction and inspiration of the shoe. Of course, the sneaker is on prominent display throughout the discussion, including a special galaxy themed version that may or may not be releasing. The Nike designers also reveal that Oklahoma City Thunder point guard Russell Westbrook will be the “face” of the shoes, so to speak.

The whole thing provides pretty fantastic detail for sneakerheads, so we recommend watching the whole thing if you’re interested. No word yet on a release date, but you can be sure we’ll be posting when that information becomes available.