Black is the blueprint. Black women are who make the world go round. Black women have always been and forever be the blueprint. She is her. With the release of the A Ma Maniére Air Jordan XII collection we see the next chapter in the long running series of uplifting, and spreading the light of, the black community. It was initiated with the release of Air Jordan III Adopting the name of “Raised By Women” it shined the light of the amazing women that raised us. Next in the line came the Air Jordan I and II which reminded us all of our Airness. “Heavy is the head that wears the crown, but light are the feet that catch the Airness. And our Airness, our Airness is Forever” as Kyla Lacey so eloquently spoke it.

We then had the opportunity to speak on issues that plague our cities, community and neighborhood by way of the Jordan IV campaign. And now we arrive at the Air Jordan XII. Shining a light on the epicenter of Blackness, the black woman. I had the opportunity to speak with a prominent leader of the culture in James Whitner, founder and owner of the Whitaker Grp. Prior to the release of the White/Burgundy AMM XII he gives us some insight on this part of the journey.

Congratulations on another great campaign. Before we dive in I want to ask how are you bro? How are you taking care of yourself in order to be able to stay low and keep firing?

You really are one of the only people that ever asks me that - and I appreciate that. I’m good, as good as can be. Always grateful, always pre-occupied, solving and sorting through a hundred different things in my mind at all times but fortunate for exactly that. It’s what we’ve worked for, I don’t ever take that for granted.

Black is the blueprint. We are the blueprint. And Black women are at the epicenter of it all, moving the world and culture forward.

The story. What part of the Black experience are we telling here?

Black is the blueprint. We are the blueprint. And Black women are at the epicenter of it all, moving the world and culture forward. They affect all that’s dope in the world and about the world but never get recognized for it. You think about that level of responsibility and awareness, and how they show up for us all through that, you can’t fathom how that’s humanly possible. They’re the anchor that keeps it all together. So this moment was for us to give her her flowers and make sure the world did to.

How does the imagery contribute to the story that’s being told through the sneakers?

It all has to connect and the team was incredible in taking the message and creating visuals with passion. Shoutout to our creative team for creating something incredible. These moments are complete team efforts and when you see the entirety of our business mobilize for the moment. From all teams, everyone rises to the occasion and allows it all to connect. That’s what makes the story complete: from the inside to the outside, everyone is all in on the mission and message.

The toebox of the A Ma Maniere Air Jordan XII

Leaks don’t make or break us, but they can be very cumbersome. If any, what challenges do they present in the storytelling process?

Product being seen first without the story loses all context. That is the sad part. You see reactions with no context other than the product execution, and especially in cases like this project where the message is so important, it can really dampen the moment. But gratefully, we are seeing a shift in the marketplace where people are now pushing back on being exposed to the leak to wait for the story - that means our efforts are worthwhile and that alone keeps us motivated despite the occasional setbacks.

Both pairs are elegant and premium in design. Do they represent different things or are they one in the same?

Well, you have to start with the silhouette itself. The AJXII has its iconic colorways, right. And it’s also a very special silhouette for women, she has championed the AJXI throughout its existence. So then you look at the intersection of the story we want to deliver to the world, the intentionality with which we want to show up for her and it just so happens to be a year that Utah has a moment of its own with All-Star Weekend, it only made sense to show up this way. Having the opportunity to even bring this idea of applying our Burgundy bloodline execution to two iconic colorways in MJ’s history in celebration of her and for her, in this moment, was big. Massive. So these stand individually as pieces in time she can stand up to the world and say that she put them on to, but the story lives through the connection of both pairs in this moment.

The particular materials selected, how do they help communicate the story?

I go back to the Burgundy. That has become a foundational color principle for us - what regal and royal treatment should be and look like for our people, a color of both elegance but also struggle. So that anchors the execution here to emotionally connect the project to the A Ma Maniére and Jordan Brand journey. And then the rest becomes ensuring she is honored with classic, timeless luxury. The AJXII is a luxurious silhouette at its core. You don’t mess with it, you gotta let it be what it is - AJXII is luxury. So the work becomes the details, ensuring that we are relaying one-of-a-kind in every detail we can. In making sure she has the very best of everything - the quilted liner as always but the chrome is shinier, the suede and leather on the Black and White uppers are incredible. Our hope is women get them in hand and immediately recognize the work put into the details to ensure this is a unique, timeless piece.

Black Women continue to be the focus. How do you feel that you continue to amplify their voice/ their story?

What we have the opportunity to do is raise a mirror so we can see one another, those around us and also for the world to see itself - good or bad.

I will continue to say it everytime: none of this work or what we do is about me - it is all an expression of our lived and shared experiences as Black and Brown people. What we have the opportunity to do is raise a mirror so we can see one another, those around us and also for the world to see itself - good or bad. And with that reflection comes not only conversation but also responsibility: hey, do you see what I see?! And so if you are living in the world that we all share, it is impossible to ignore the fact Black women are the heartbeat and anchors of our communities, shaping and moving culture and society seamlessly, yet still to this day receive a fraction of the acknowledgment they deserve. So our responsibility will continue to speak to what we see, what our team experiences and feels, and how we can be of service. That will show itself in a variety of ways, but we are committed to this work.

After 2 years of telling our stories through sneakers, have you seen any progression within the industry?

That’s a hard thing to speak to and probably best for a conversation of its own. It’s a very nuanced reality to address. What I will say is that we are focused on our work and what we need to get accomplished over the next few years to fulfill part of our mission and continuing to create space and opportunity for others. In that, it takes great partners and leadership at said partners to help see the vision to life. So with the support and understanding in being ourselves at all times which we are fortunate to have, we also understand the responsibility that comes with that. We have to execute. That’s where space and opportunity meet preparation. We must always execute and do the work, at all times.