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By Denny Alfonso • 3 Enero 2024 • 3 min read •
J Balvin, the Colombian artist, has stepped into 2024 with the release of a new collaboration with Nike, the new Jordan Rio 3 inspired by his son. These sports shoes are estimated to have a value of around $250, according to reports.
“Let’s start the year on the right foot with Rio Jordan 3s. Based on the light that my son gives me (meaning the sole that represents a light when it’s dark). That’s why this year is full of LIGHT 2024!” he wrote to his more than 51 million followers on Instagram, attaching a photo of the shoe.
This fourth model, which is dominated by the color black, has a special meaning for the artist, who has been a promoter of seeing the light in the darkness, not only through his music but also through the use of “Oye,” his own mental health app. Rio is the name of his eldest son with Argentinian model Valentina Ferrer.
JBalvin, who is the first Latin to directly collaborate with the Jordan Brand, also enjoys major partnerships with brands such as Guess, McDonald’s, and Miller Lite.
The fast-rising fashion icon
Balvin, who is gearing up for a European tour with the ‘Que Bueno Volver a Verte’ tour, has successfully collaborated with the Jordan Brand three times before. The first was in December 2020, presenting the colorful Air Jordan 1, followed by the celestial Air Jordan 2 in 2022, and the Air Jordan x J Balvin 3 ‘Medellin Sunset’ in 2023.
The ‘Sunset’ model, a shoe that evokes the sunsets of the capital of Antioquia, was chosen in the Nice Awards as the best sneaker collaboration of 2023.
The story doesn’t just stop at the business partnership with the NBA legend, as JBalvin recently ran into Michael Jordan himself at a NASCAR race. In the keepsake photo posted on his Instagram, the U.S. basketball champion is seen wearing the shoes designed by the Colombian.
“It’s an honor for me to be by the side of people I’ve always admired and today see that we are a team, that we are friends, and that we are ambassadors of the sunset of Medellin in my own NASCAR car! Never stop dreaming and working to achieve your goals. THANK YOU, Jordan, thank you,” commented the singer from ‘Mi Gente’.
The ‘Jordan’ shoes that first hit the basketball courts in the 1980s have become a legendary trademark of the former Chicago Bulls captain, since this was the first Nike design produced for a professional player, which, by the way, was the inspiration for Ben Affleck’s film ‘Air’.