One of the Riskiest Sneakers of 2024 Keeps Proving the Haters Wrong

Jordan’s remixed take on one of the most iconic sneakers could have been a disaster. Instead, it’s become one of the most compelling new releases from the brand in years.

Nike

By Ben Bowers

Published December 29, 2024

·

Every product is carefully selected by our editors. If you buy from a link, we may earn a commission. Learn more

How can a brand vibe with youth culture when its identity is fused with a 61-year-old athlete who hasn’t played basketball in over 20 years?

This is a question that likely haunts Jordan Brand’s leadership, and yet, for decades now, the wholly owned subsidiary of Nike continues to figure it out.

Over the summer, Nike revealed that the Jordan brand was the strongest performer of the footwear giant’s divisions. Sales increased by 6%, generating a whopping 7 billion in revenue.

Air Jordan RM4 Sneakers — The Air Jordan 4 RM shares many design cues with the iconic Air Jordan 4 while remaining far more approachable as a shoe. It’s a low-top available in both men’s and women’s sizes and is significantly cheaper.

Of course, some of this success is a testament to Jordan’s legendary reputation as the basketball G.O.A.T. The brand is also still well aligned with modern-day basketball superstars, including Luka Dončić and Jayson Tatum, whom ESPN ranked as two of the NBA’s top 10 players in 2024, and the WNBA’s Satou Sabally. Still, logo recognition means nothing without compelling new products to back it up.

A Sneaker With Big Shoes to Fill

The Air Jordan 4 RM is a new sneaker with many disparate goals. First, it’s a celebration. The letters RM stand for remixed, in a nod to the shoe’s visual echoes of one of the most famous basketball and streetwear footwear icons of all time, the Air Jordan 4, which launched 35 years ago.

An image of all grey Air Jordan RM4's shown at an angle against a light grey background. The outsoles of the shoe are light cream. — The RM4 can look vastly different depending on the color way and Jordan Brand has done a good job continuously teasing and releasing compelling new versions throughout 2024.

It’s also a brand olive branch to different consumers and subcultures. Unlike its inspiration, the 4RM launched in both men’s and women’s specific versions. Since it’s a low top made with walking comfort in mind, it’s also easier to wear for a broader range of people. The first edition of the shoe was also a collab with an established friend of the brand outside of the sport of basketball, American pro BMXer Nigel Sylvester.

The cherry on top is that the 4 RM costs $150, significantly below the $215 asking price of many Air Jordan 4 Retros.

In short, it’s one of the most compelling sneakers of 2024 that could also transition into a rare fresh staple in the 40-year-old brand’s influential sneaker lineup.