The Seoul Air Jordan 3 is the latest sneaker to escape from the Jordan Brand Vault.
Releasing in 2018, the original Air Jordan 3 ‘Seoul’ celebrated two sports milestones. First, 2018 marked the 30th anniversary of Michael Jordan’s 1988 Dunk Contest win. Of course, that particular Dunk Contest win is remembered for Jordan leaping from the free-throw line in a pair of White Cement 3s. Perhaps more relevant, though, is the fact that 1988 marked the year Seoul hosted the Summer Olympics. This would be only the second ever Olympic Games to be hosted in Asia, 22 years after Tokyo hosted them in 1964.
The 2018 Air Jordan 3 Seoul via Flight Club
To celebrate these milestones, Jordan Brand released an exclusive Air Jordan 3 ‘Seoul’. The sneaker was the perfect mixture of both iconic moments in sports history. The Seoul 3 took the base of the famous White Cement 3 and added the colors of South Korea’s flag to the sneaker. Other great details included Korean characters spelling “Seoul” and “harmony and progress,” which was the motto for the 1988 Games. Finally, the sneaker features the Taegukgi flag embroidered on the right sneaker- replacing the traditionally found Jump Man logo.
The sneaker was instantly a viral hit. The spin on the classic colorway, plus the easy storytelling made them a must have on impact. Unfortunately for most sneakerheads, the sneaker was simply unobtainable. The Seoul 3 released exclusively to Nike Korea, and local Korean partners, and is believed to have been limited to around 700-800 pairs.
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In the last year and some change, Jordan Brand has opened the vault several times to release some of their most sought after sneakers.
Pairs that were previously seen as almost mythical have caused double takes when a new iteration appeared in the SNKRS app. Sneakers long believed to be relics of the time have had a new life in the new sneaker world of 2025.
This has not come without pushback, though. As some sneaker purists worry that these constant returns could dilute the meaning behind the originals.
Despite that, Jordan Brand has put forth a lot of effort to make the second return of the Seoul 3 (the sneaker made a brief cameo in 2020 in women’s sizing) exciting.
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Sesinko in New York hosted a special early launch for the Seoul 2.0 this past weekend. Attendees played Korean inspired games in order to try to win a pair of the Seoul 2.0 in a special box. Of course, not everyone succeeded, but all of those in attendance were able to purchase the sneakers early ahead of this week’s launch.
In that activation alone, Jordan Brand was able to create a memorable occasion for an important sneaker. Of course, an activation in New York is not accessible to anyone outside of that city. Which is why the aesthetic changes to the Seoul 2.0 are important.
The Taegukgi flag is still ever present, though this time it had been moved to the left sneaker. The 2.0 also updates the blue on the ankle to feature a quilt like material on the collar- much like the satin that now appears on the sockliner. Perhaps standing out the most, though, is the use of the ever-trendy aged affect throughout the sneaker. It not only compliments the new materials well, but it perfectly encapsulates the itch for nostalgia we currently have with sneakers.
The Seoul 2.0 celebrates the deep cut and elusive sneaker that predates it. In doing so, the sneaker also improved in areas- including stock quantity. If Jordan Brand is planning to continue to let sneakers out of their beloved vault, one can only hope they recieve similar treatment to the Seoul 2.0.
The Air Jordan 3 Seoul 2.0 will launch on May 17th. The sneaker is expected to hit SNKRS, though it has not officially loaded onto the app as of yet.
Despite the fact that they are more available this time around, the sneaker is still expected to sell through. The SoleSavy DROPS app will be the best way to stay on top of all the active raffles for the Seoul 2.0. Additionally, you will be able to find any more updates on the SNKRS release there.
Studio photos of the 2025 pair via Sneaker Politics
