Florida Gators countdown to 2021 kickoff: # 21 is Jordan Brand’s cultural hallmark

Are the Florida Gators cool?

I don’t know if I’m the authority on this, to be honest. I’m in my 30s now, and a white dude who works from home and lives in t-shirts and shorts; I first wear the clothes I wear for comfort about 364 days of the year, with the other style – or two, if it’s a leap year – probably heavily viewed by women I know.

But I think the people who to do think of themselves as cool referees think the Gators are.

When rapper 21 Savage sort of gets a gamer version of the Air Jordan IV sneaker and posts a photo of him for Instagram in it, it’s news.

When Florida ditch a soccer cleat version of the Air Jordan Vs, it ends up on Hypebeast.

And if you search eBay for “Florida Gators PE” – the latest letters are the sneakerhead’s shortcut for player editing – you’ll find that the few pairs available cost hundreds of dollars, if not thousands.

It was what we expected when Florida switched from Nike to Jordan Brand for its football (and basketball) programs: access to exclusive styles from the Air Jordan line and others that have a cultural cachet exceeding that of the swoosh itself. And I would say it works in Florida’s favor, although there’s no indication that a specific rookie chooses Florida over Georgia or Miami due to the ability to wear the Michael Jordan figure on jerseys and Airs. Jordans on Saturday.

The Florida that delves into what’s cool about the most important riding – its athletes and the pool of potential athletes – is important and welcome, and I can recognize that even though I’ve aged outside of that same range. . Hope you can too.

And I also hope you realize – as some players certainly do – that Florida giving players shoes worth thousands of dollars in resale value is indeed giving them a substantial and hidden advantage to come to Gainesville, even. if they have to (currently) wait until after their playing days to make those gains by selling the kicks without compromising their “amateur” status.

You can’t spend it cool. You can still spend money.

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