{"id":18572,"date":"2009-01-13T11:09:32","date_gmt":"2009-01-13T17:09:32","guid":{"rendered":"http:\/\/nicekicks.com\/?p=18572"},"modified":"2018-05-03T22:42:05","modified_gmt":"2018-05-04T02:42:05","slug":"a-conversation-with-dwayne-edwards","status":"publish","type":"post","link":"https:\/\/www.snkrsday.com\/a-conversation-with-dwayne-edwards\/","title":{"rendered":"A Conversation with Jordan Brand’s D’Wayne Edwards"},"content":{"rendered":"

<\/a><\/p>\n

The Jumpman logo stands for many things. Excellence, integrity, and authenticity to name a few, but a word that has become synonymous with MJ’s silhouette is “legendary.” While Jordan’s time in the NBA as a player is no longer, his line of footwear helps tell the story of the man who once dominated the game.<\/p>\n

We had the fortunate opportunity to speak with the man in charge of overseeing the design of all shoes that bear this mark of excellence, D’Wayne Edwards<\/strong>. As the Footwear Design Director of Jordan Brand, D’Wayne oversees and mentors a handful of Jordan Brand footwear designers but also has designed a number of memorable shoes including a couple of Air Jordans and the entire Melo line.<\/p>\n

D’Wayne shared with us what it was like to design a shoe with NBA superstar Carmelo Anthony, the importance of Jordan Team members play in the legacy of Jordan Brand, as well as information about the next Future Sole design competition – something he had a major hand in creating.<\/p>\n

<\/p>\n

\nJordan Melo M5 designed by D’Wayne Edwards<\/em><\/span><\/p>\n

Matt Halfhill:<\/strong> How was the process of designing the Melo M5 different from other shoes you have designed for Carmelo Anthony?<\/p>\n

D’Wayne Edwards: <\/strong>The process started in Las Vegas when Team USA didn’t qualify for the Olympics. There I got to spend a lot of time with Carmelo as well as the other Team USA members and the more I was around Melo and the other guys, I really saw how incredible he was from an international basketball playing perspective. We started talking about the Olympics and how important it was to him to bring back the Gold Medal. And, ultimately, that became the theme for the shoe. It became the theme because of his play in the summertime because he was having to play all five positions on the court during the international game in which he was the only US player to be selected to the All World Team.<\/p>\n

It was different for us because in the past we have had objects as the theme. Whether it was a car or a cat and this time it wasn’t an object, it was his style of play. We looked at his versatility and drew inspiration from different Olympic Sports that represented different positions on the court. Nike produced shoes for about 50 different sports in the Olympics, so I went and got samples from a handful of different sports and I went and looked at a number of them for their different attributes. The overall concept was Melo’s versatility and what would he need if he played all five positions on the court on a consistent basis in the NBA. The challenge became diving deep into the attributes of each position and tying it all together into one product. It was not an easy task and definitely not the perfect shoe for everyone, but it obviously has done more for Melo’s main position [forward] in the league but has benefits for other positions.<\/p>\n

Matt:<\/strong> What importance do the Jordan Team Members have in the future of Jordan Brand?<\/p>\n

D’Wayne:<\/strong> They are the new face of the brand. Michael is still the man behind the brand. His thing is he’s had his time and now there is a whole new generation of people who have never seen Michael play before and they’re used to seeing Melo, Ray, RIP, and CP play so it’s their time now. His legacy is the foundation and the model for these players and future players in the league to live up to. The Jordan Team Members are going to carry the torch for the next 23 or 24 years as well as the new guys. It is important for the new guys who are a part of Team Jordan to uphold the legacy and all the qualities that MJ brought to the table both on and off the court.<\/p>\n

Matt:<\/strong> On that topic of handing off the torch, you will be handing off the torch of designing the Melo line after the M5. How do you feel about passing this on to someone else?<\/p>\n

D’Wayne:<\/strong> I feel good. That’s what it’s about. My job as a manager, designer, and a mentor is to teach the younger people the skills that I have acquired over the course of my career. I have spent the last 10 years or so of my career mentoring and developing younger people because at a certain point I am going to stop. At a certain point I am not going to have the creativity to really make it happen like these younger Designers. It’s almost like a professional ball player where early on he relies on his physical gifts and later on when his physical gifts start to erode he relies on his mental gifts and wisdom. I still feel like I can design and I still have a lot of design in me, but for me it’s really about developing the people that I have to work with and developing the younger talent to carry on that legacy of being quality footwear designers. Justin Taylor is one of those young guys that I feel has a huge future in this industry and for me, I am just happy that I am getting a chance to work with, and mentor him and to provide him this opportunity.<\/p>\n

\n<\/p>\n

\nD’Wayne Edwards holding the Air Jordan XX2<\/em><\/span><\/p>\n

Matt:<\/strong> You worked on a couple of the Air Jordans, namely the Air Jordan 21 and 22, but you are also passing along the responsibility of designing the Air Jordan as well. Do you feel the same way about handing off this project?<\/p>\n

D’Wayne:<\/strong> I have achieved a lot in my career. I am very happy and comfortable with all of the accomplishments and accolades that I have achieved and received. For me, being able to pass on the design of the Air Jordan is huge, especially since I was only the sixth lead designer ever to work on the Air Jordan. And now Jason Mayden being the seventh, as well as Jason being from Chicago, that’s a huge thing for him personally. Just like Justin, Jason is a very talented designer and has a huge future in this industry and is no a rookie to the game. He’s done Derek Jeter’s shoes, he is still doing Chris Paul’s shoes, and has also done countless Team Jordan shoes. It wasn’t a big stretch, but more of a natural hand off. Even throughout the Air Jordan 21 and 22, we worked side by side. He developed the traction patterns for both of those shoes. I was just as happy to see him get to take on a project like the Air Jordan as it was for me to give it up. Its a big challenge and luckily he has no hair, like me, so there’s nothing to lose [laughs]. You have the pressure of designing a shoe for Michael Jordan, you have the pressure of being a part of that heritage of previous people and previous models, and lastly you have the pressure of not wanting to be ‘that guy’ who messes it up. But Jason has already done a phenomenal job so I think he will continue on the legacy like everyone else has.<\/p>\n

Matt:<\/strong> So you’re handing off the Melo line to Justin and the Air Jordan line to Jason, are you announcing your retirement?<\/p>\n

D’Wayne:<\/strong> [laughs] No, no, no. I’m not retiring. I was just doing an awful lot. For a short period of time I was doing the Melo shoe, the Air Jordan shoe, managing five designers and directing the line. So I was doing a lot. It was just time to relinquish some of those things so I can focus in on being a better manager and focus in on being a better design director. That’s what it really boiled down to. I have already accomplished a lot from a design perspective, and now its time for me to focus more on being a better manager and director.<\/p>\n

Matt:<\/strong> What was it like being responsible for designing the two of the most important shoes for Jordan Brand concurrently? Any sleepless nights?<\/p>\n

D’Wayne:<\/strong> I can’t even describe it. I wouldn’t say that I had any sleepless nights, but a lot of very long days, seven days a week. You know, you just have to get it done. There’s no other option, you have to get it done. Trying to get it done to the best of my ability and on time was tough. Luckily though I wasn’t all by myself either. I have a great team of people, so I never felt alone in the process. Whether it was Jason, Justin, product marketing team, development team, all the pressure wasn’t completely on me, but ultimately if the shoe didn’t do well it was my fault. They never blame the developer if the shoe doesn’t look right, or they never blame the product marketing person if the shoe doesn’t look right. And I’m fine with that, but that’s the challenge that I think all people need to rise up to if your name is on the line. Then you have to rise to the occasion and see what you can do with it. It was cool, it was good to have a strong team and Jordan Brand has a very strong marketing, product development, and design team.<\/p>\n

Matt:<\/strong> So much like the importance of having a strong team to represent Jordan Brand on court, the same goes for the team in Beaverton.<\/p>\n

D’Wayne:<\/strong> Definitely. Those same standards that Michael Jordan expects from the athletes that are the face of the brand are the same standards that every employee has at Jordan Brand. I can probably say that a majority of the employees that work at Jordan would probably do it for free. Obviously, we get paid, which is a good thing, but we’re not there to collect a check. I think to some degree each one of us has some personal connection back to MJ and I think that shows in the labor of love we put into the product. As well as just as how we execute from start to finish. I think that every employee there has that same standard of wanting to perform at a high level.<\/p>\n

\n<\/p>\n

\nDesign by Future Sole Winner Juan Carlos Pozo<\/em><\/span><\/p>\n

Matt:<\/strong> Who has pushed you the hardest at Jordan Brand?<\/p>\n

D’Wayne:<\/strong> I would have to say everybody quite honestly. From the design team, to the product marketing team, to the development team – I would say everybody. That’s really what we do – we push each other. But purely from a design standpoint, I would say learning from the younger designers. Not only the team that I work with, but even some of the Nike guys, as well as Tinker of course. And I would have to also say it’s that drive as a designer to create something better than your previous work. If you have the kind of discipline and the will to be better, then you will always be a good designer and you always want to out do yourself. I never found myself competing with anybody but myself. Plus, designing a shoe for Michael Jordan…you have to be dead if you don’t get amped up for that.<\/p>\n

Matt:<\/strong> You mentioned Tinker, and I have to ask, what influence does he still have around the office at Jordan Brand?<\/p>\n

D’Wayne:<\/strong> I would say that Tinker is the Michael Jordan of footwear design. He’s always available for myself or anyone from the Jordan Team wants to go talk to him and pick his brain on a product or just to soak up any knowledge that you can from him. Because, really, he started this whole thing. And to have a resource like him, and a mentor like him, a few hundred feet away from you and you don’t take advantage of the opportunity to soak up the knowledge that he has acquired over time, that’s a huge waste if you don’t do that. He’s a phenomenal guy. I know he doesn’t do that many interviews or you don’t see him that much, but he’s a really good dude. I would say he is one of my few mentors that I have in this industry. I only have a few and he is my design mentor. I can’t really put it to words, but he is just really a good dude and he is always accessible whenever I need him for something even if its just to say “hi” he’s always available. So it is a blessing to have that sort of guy around to learn from.<\/p>\n

Matt:<\/strong> Something you had a major hand in last year that helped develop young talent was Future Sole . Will we see that project again?<\/p>\n

D’Wayne:<\/strong> Yes, we are working on it right now. Last year it started in January, but this year its going to start a little bit later this time around. We are looking to add a few new wrinkles to the contest this year with some online voting where the consumers and the fans get to select who wins we’re going to do some pretty cool things with providing some unique templates. It’s coming along and should kick off in the first quarter of this year.<\/p>\n

It’s a cool project that started under the radar and we found a lot of talented people out there that want to design sneakers. For me it was a great honor to provide that kind of opportunity for kids out there because I wish that I had something like that when I was growing up. I was just like those kids sitting at home drawing shoes and collecting pages and pages of artwork. Now there’s an outlet for this talent. I think kids can see that you can make a career out of designing shoes and make some pretty good money. Ultimately, if you get to that point where you are working and doing something that you love, making good money at it, I think that is the best position to be in. Hopefully we will discover some more kids and hopefully we can get them on the right track, get them some proper guidance and mentoring, get them into college and get them into the brand one day whether it’s Nike or Jordan.<\/p>\n

Matt:<\/strong> D’Wayne, thank you again for taking time out of your busy schedule to speak with us.<\/p>\n

D’Wayne:<\/strong> Not a problem.<\/p>\n","protected":false},"excerpt":{"rendered":"

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