The turn of the century was an interesting time for the game of basketball.
As Allen Iverson and Kobe Bryant began to take the charge as the next faces of the professional game, Michael Jordan would make his return.
Jordan is met with an ovation upon his return in 2001 via the NBA
Jordan’s return, of course, meant a lot to Nike and the Jordan Brand imprint, as well. It allowed lesser popular Jordan sneakers a platform on the court with the great one- something a commercial or magazine ad could not replicate. Jordan’s return to the court brought a much needed new life to Jordan Brand.
The reality, though, was that Michael Jordan was 40- years-old in the 20002-2003 season. The Wizards would end that season as a tenth seed in the Eastern Conference- five wins short of the eight seed Orlando Magic.
“I have given everything I could to the game. It’s time. I know it. I feel it,” confessed Jordan after the Wizard’s 2002-2003 season came to a close in a loss to the 76ers.
To much conversation, Jordan would retire at the conclusion of that very season. This time, it would really mark the end of his incomparable career.
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Jordan’s final retirement would come at an interesting time for Jordan Brand. The brand had enjoyed his return. Iconic colorways like the Cool Grey were introduced to the fold, and historic sneakers that were part of the Jordan linage were beginning to return as “retros”. All of this occurred while Jordan was on the court for the Wizards.
Now that Jordan was gone, it was time for Jordan Brand to find a new face on the court. That task would ultimately fall to the 3rd pick of the 2003 NBA Draft, Carmelo Anthony.
Anthony cuts the net after leading Syracuse to the National Championship in 2003 via USA TODAY
Carmelo Anthony was entering the league fresh out of leading the Syracuse Orange to their only National Title. Anthony averaged a double-double as a freshman with 22.2 points and 10 rebounds per game. Of course, as we know, those impressive figures would only lead Carmelo Anthony to being drafted third overall. Right behind the over-thought draft pick of Darko Miličić; and two spots behind his destined rival, turned best friend, LeBron James.
Just days before the NBA draft, Nike and Carmelo Anthony would announce their partnership. That was only the beginning of the almost glutinous amount of talent that joined Nike Basketball’s roster that 2003 Off Season, though, as LeBron James, Dwayne Wade and Kobe Bryant would also join team Nike. Internally, Nike would shift things around in a way that benefited all of their recently acquired athletes. As the dominos fell, Carmelo Anthony would be chosen as the face to lead Jordan Brand.
“I didn’t even need to consult with Melo. It was a beautiful match and they put a lot of energy behind Melo,” Calvin Andrews, Carmelo’s then agent, shared with the Boardroom in 2023.
The passing of the torch was set, and suddenly a rookie 19 year old was tasked with carrying the legacy of Jordan Brand. And carry it he did.
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In his rookie season, Anthony would average 21 points, 6.1 rebounds, and 2.8 assists. He would finish right behind LeBron Jams in the Rookie of the Year voting. Perhaps most impressively, though, Anthony would inch the Denver Nuggets into the 2003-2004 NBA playoffs- becoming the first rookie to lead an NBA team in scoring in the playoffs since David Robinson. Their season would end in a first round-gentleman’s sweep to the one seed Minnesota Timberwolves, but Carmelo Anthony proved he was ready to compete at the highest level.
Carmelo Anthony would begin his sophomore season in the NBA with his own signature shoe- the Melo 1.5. The sneaker was accessible, retailing at $120 dollars- and would be the first of thirteen signature sneakers in the Melo Air Jordan line.
Beyond his signature line, though, Carmelo Anthony had captivated Air Jordan fans with a plethora of PE’s turned retros. It began in that very same 2004 playoff series- where Jordan Brand released a quickstrike version of the Air Jordan 2 PE that Melo took to the court. Carmelo Anthony would wear several other Jordan models on the court- including the Air Jordan 13, the Air Jordan 18.5, the Air Jordan 20, all dressed in Denver Nuggets colors.
In May of 2004, Jordan Brand would release the Air Jordan 12 PE that Melo constantly wore in his rookie season. Just a month after the release of the Melo Air Jordan 2, it was clear that Jordan Brand was ready to pour as much energy as possible on Anthony and his future as a Jordan Brand superstar.
The 2004 Air Jordan 12 “Melo” via Flight Club
Since it’s initial release in 2004, the Melo 12 has only made a brief return. The sneaker rereleased in 2016, twelve years after it originally launched, in grade-school sizing.
This year, though, the Air Jordan 12 Melo will release in full family sizing – a first for this sneaker. Its return comes a little over 20 years since the launch of the original colorway. A little over 20 years since Carmelo Anthony grabbed the bull by the horns and took it upon himself to become the face of Jordan Brand.
The Air Jordan 12 Melo returns on May 17th via SNKRS and Jordan Brand partners, like Foot Locker.
Stay up to date on this release and more via the SoleSavy DROPS app. There you can find the latest news details as well as release info and raffle management.
Studio photos of the 2025 pair via Foot Locker
