Jordan Brand teamed up with leading South African sneaker retailer Shelflife, making the jointly created Air Jordan II the first official Jordan collaboration on the African continent. Convinced that everything we achieve is made possible by those who surround us, Shelflife uses the groundbreaking collab to underline that making our dreams come true is a team sport.
Following that approach, Shelflife tells their story not only through the iconic stained glass window of their brick and mortar store, but by creating a ‘Team Only’ campaign – a theme that is continued on the Air Jordan II Low as well as on the accompanying apparel collection – that stars members of the actual Shelflife team.
The ‘Team Only’ concept is heavily inspired by the spirit of Ubuntu, the belief that ‘I am because we are.’ The African philosophy – which is much older than the Linux-based operating system that was named after it – finds universal application in various types of communities from private life to business to team sports.
For example, some basketball fans might be familiar with the Ubuntu philosophy from Doc Rivers’ years in Boston. For more on the prominent role that Ubuntu played for Kevin Garnett, Paul Pierce, Ray Allen and the rest of the Celtics on their way to the 2008 NBA Championship, Peter May’s Top of the World is a highly recommended read.
Koketso, or Koki, started his journey with Shelflife back in 2019 as floor manager in their Johannesburg store.
The limited edition of the Air Jordan II Low sports bright neutral tones on smooth leather overlays, accompanied by suede quarter panels and toeboxes. Pops of orange can be found underfoot, on the tongue’s Air Jordan wings logo, and on ‘TEAM ONLY’ woven patches on the inside of the tongue, referencing the Shelflife crew’s characteristic team spirit.
The Shelflife Air Jordan II Low and the matching apparel collection release at BSTN on Friday, October 21st. Pick up your favorite pieces from the collection via the button below!
