air jordan iii

nike dunk low $53

Hatfield takes over
The new shoe was excellent. The design was totally different from the AJ I and II and was the first pair of Air Jordans that showed a visible air sole. Behind it stood Tinker Hatfield who since then have designed every Air Jordan model up to the 15th.
This was also the very first Air Jordan to feature the Jumpman logotype instead of the Wings-logo that was on the I's and II's.

Nike Court Force

This might be one of the most popular Air Jordan's ever. It has won numerous polls when questioning which the greatest sneaker through all times is. Air Jordan fans also freaked out when they retroed this model in 1994. Shoe stores once again had major problems selling them though.
Mars success
Nike created a personality ad campaign featuring the Mars Blackmon character who was created and played by director/actor Spike Lee.

This campaign followed Air Jordan for a couple of years and is definately one of the most appreciated Nike commercial series through all time.
I'd say that the Air Jordan III was a major reason to the Air Jordan line's overall success.