The Air Jordan 3 “Not Nice List” Looks Burnt on Purpose—Here's Why

In its earliest days, the Air Jordan line was all about equipping Michael Jordan in the best performance technology NIKE, Inc. could offer. Over the last 40-odd years, Jordan Brand has developed a penchant for storytelling, highlighting tidbits from the life and times of "His Airness" to inform a healthy mix of retro product and modern hoops styles.

The newly-surfaced Air Jordan 3 "Not Nice List" falls into the former category.

Officially clad in a "Black/Challenge Red/Off Noir/Elemental Gold" color scheme, the non-original take on Tinker Hatfield's design from 1988 seems like just another fall-friendly offering from Team Jumpman. Elephant print around the toe and heel indulge in ruby-colored flair instead of its typical "Cement Grey" look; "Nike Air" branding on the spine also features a Chicago Bulls-appropriate red.

While not out-of-place on any Air Jordan model—let alone an Air Jordan 3—the inclusion of "Challenge Red" on the "Not Nice List" retro is particularly of note when coupled with other elements on the impending release; the rough-looking, "burnt" leather upper and darkened midsoles seem intentional. Upon reviewing the insoles and reading a "Checked it twice" message, the aforementioned details on the AJ3 "Not Nice List" evoke images of Nike's iconic Christmas 1985 ad—one that depicted Santa Claus coming down the chimney while wearing the "Chicago" Air Jordan 1.

The Santa-starring campaign was one of Nike's earliest big pushes of Jordan's first signature model. Mr. Claus' sneakers aren't shown as getting burnt, but there's enough wiggle room there to let the imagination run.

Now, it's unsure exactly why Jordan Brand decided to touch on this piece of Air Jordan history with the Air Jordan 3 instead of the Air Jordan 1. But, given the attention paid to the AJ3 over the last two years (an market's lukewarm reception to the AJ1 in the same timeframe), it's probable Team Jumpman simply wanted to keep the silhouette fresh while referencing its own (albeit inaccurate) history.

The "Not Nice List" retro is just one of the Christmas-ready Air Jordans scheduled to release before Dec. 25. A Kids' "Santa" Air Jordan 3 is expected to bring Saint Nick's signature red-and-white look to MJ's roster of retros.

When contextualized alongside the Kids'-exclusive pair, it's possible the "Not Nice List" AJ3 is a figurative "lump of coal." This, however, will surely make the dark-colored holiday sneaker a tough sell.

Jordan Brand is likely to reveal a thorough campaign for the Air Jordan 3 "Not Nice List" sometime in October as the retro is scheduled to release via Nike.com/Jordan on Saturday, Nov. 21.

While you wait for more imagery and insight into the thematic design, enjoy retailer shots of the shoe ahead. Also, download the House of Heat° app (iOS/Android) to stay updated on other Jordan releases.