Who is the Air Jordan 5 'El Grito' For?
Inspired by Mexico, but too expensive for its people.
Nike, the biggest sportswear company in the world, is set to drop one of its most iconic sneakers – the Air Jordan 5 – in a style inspired by Mexico’s fight for independence on Sept. 12 (Sept. 5 in Mexico).
The pair had long been rumored by reliable sneaker leakers on X, adding another tally to the Swoosh’s growing list of footwear inspired by Latin America. Speculative mockups of the Air Jordan depicted the sneaker covered in a “Diffused Taupe” tone, leading some netizens to express disapproval over the seemingly random color’s prominence. The retro’s color-blocking might’ve been off in initial mockups, but its nickname, ‘El Grito,’ was spot-on.
For the uninformed, ‘El Grito’ refers to the Cry of Dolores, the call to arms by Miguel Hidalgo y Costilla, a Roman Catholic priest, on Sept. 16, 1810. His grito triggered Mexico’s War of Independence against Spain, which concluded on Sept. 28, 1821. Every year since, on Sept. 15, Mexico’s President re-enacts the Cry of Dolores from the Palacio Nacional’s balcony. The President rings the same bell Hidalgo used in 1810, remembers those who gave their lives for Mexico’s independence, and shouts “¡Viva México!” three times at the end of the speech.
If all that sounds grand, that’s because it is: there’s no time in Mexico – specifically Mexico City – quite like the lead up to El Grito de Independencia. Some of the country’s biggest critics have even taken to social media to jokingly admit how impossible it is to not feel patriotic as soon as September begins.
What, then, does El Grito have to do with the Air Jordan 5?
According to the Nike SNKRS Mexico product page, the sneaker is dedicated to those who were born to fly. Additionally, the special pair is for anyone who’s made a “court” out of their neighborhood, refusing to be limited by what might’ve deterred others. The brand has used this type of messaging before for other products, but the Air Jordan 5’s rollout has been carefully crafted for a Mexican audience.
The first official look at the patriotic retro was on the feet of El Malilla, one of the country’s newest stars. Hailing from Valle de Chalco, Estado de México, El Malilla has helped catapult Mexico's version of reggaeton into the spotlight. He, like other urban artists in the country, has long been drawn to Jordan Brand for its cultural capital. Rocking anything with a Jumpman logo in places like Tepito o Ciudad Nezahualcóyotl (Neza for short) draws attention – both good and bad. (The same cachet is given to Chicago Bulls gear.) So, it was a huge deal when El Malilla debuted the ‘El Grito’ pair. The occasion was more special because he did so at the inauguration of Latin America’s first Jordan World of Flight retail space, located on Mexico City’s famed Avenida Madero in the Historic Center.
El Malilla’s linkup with Michael Jordan’s eponymous label is a win for every kid growing up in the barrios of Mexico or elsewhere – at least in theory. Nike, Inc. thrives from marketing aspiration. You can’t (fully) knock businesses for tried-and-proven ways of making money, but you can dissect their methods.
Who exactly is the Air Jordan 5 ‘El Grito,’ a $4,600 MXN (approx. $232 USD) shoe, for when the average monthly income in Mexico was $7,860 MXN ($396 USD) in the first quarter of 2024?
Sure, those interested in a pair of the celebratory retro can sign up for a payment plan if they’re lucky enough to purchase the limited release, but that would still spread their income thin. Perhaps the solution is to buy replicas of the shoe in some of the mercados and tianguis across the country – including a sneaker and clothes bazaar in Iztapalapa open 24/7. Clones run rampant in Mexico City and a special Air Jordan dedicated to one of Mexico’s most important events is bound to make a killing on the counterfeit market.
Could the retro be a $210 USD “piece of home” for Mexicans abroad? Or a history lesson in sneaker form for their foreign-born children? Regardless for whom the Air Jordan 5 ‘El Grito’ was made, one thing’s for certain: the brand outdid itself with the pair.
Everything about the sneaker screams “attention to detail.” The connection to Mexico begins with the special shoebox, which displays “Air Jordan” text in an azulejo style. Premium leather – at least relative to most Jordan Brand products – appears across the upper in a clean “Sail” color. Nods to Mexico’s flag arrive in the form of green and red accents throughout the pair, while pre-Columbian grecas decorate the toe and heel. The namesake cry isn’t printed on included tissue paper or a thematic retro card, but “Viva” appears in all caps on special lace dubraes.
The last few years have seen Nike, Inc. release capsules commemorating either Hispanic Heritage Month or Día de Muertos. Items from these collections have generally been received well, but Team Jumpman seems to have pulled out all the stops for its ‘El Grito’ pair. It’s likely all this effort isn’t a one-time thing, but rather another phase of the brand’s overdue commitment to one of its most promising markets.
The Air Jordan 5 demonstrates that compelling storytelling and high-quality craftwork will always be championed.