Air Jordan 3 Retro Seoul 2.0 IB1482-100

As Korea was gearing up to host the world’s biggest stage in 1988, Nike was cooking up a little something too. The Air Jordan 3. Carefully designed according to Michael Jordan’s exact specifications, this sneaker was the embodiment of dreams taking flight.

In 2018, the dream took flight in a slightly new form. To celebrate the 30th anniversary, the AJ3 Retro ‘Seoul’ was the first Korea-specific Jordan shoe. Good news—it’s back again.

Renewed and reimagined, the 2025 version builds on the original with design details, colours and materials inspired by Korean culture. The soft leather upper and hairy suede elephant print are paired with a slightly yellowed midsole to create an aged-to-perfection aesthetic. An embroidered South Korean flag is featured on the tongue, and the white upper draws in Sport Royal, Challenge Red and black accents to represent the colours of the Taegeukgi. A new feature is the text on the inner tongue: 꿈 (GGUEM) and 정 (JEONG). “Gguem” means dream in Korean. It represents aspirations, hopes and the pursuit of something greater. More than just what you see when you sleep, “Gguem” symbolises the visions and goals that drive you forwards. “Jeong” is a uniquely Korean concept. It describes a deep emotional connection, a sense of affection and attachment, and the bond between people, places or even objects. “Jeong” goes beyond friendship or love—it’s a lasting warmth that builds over time.

This AJ3 represents a new generation of Korean youth. A generation that has broken the mould of old expectations and replaced them with a vast array of aspirations, ambitions and ability. This isn’t the generation of 1988—or 2018. This is a brand-new gen, with brand-new dreams. Lace up and share your story.