Jordan Tatum 5 “Sunrise” Arrives at $125, Five Dollars Under the Tatum 4

Jordan Brand introduced the Tatum 5 on September 9, the fifth signature shoe in Jayson Tatum’s line, and nike.com already has the launch “Sunrise” colorway loaded as Coming Soon under style code IO1746-401. The listed price is $125. That number is the reason to stop on this one, because Nike is selling the Tatum 4 for $130 on the same site today. A signature basketball line going down in price between generations is rare enough to be worth a paragraph on its own.

Where the Tatum line sits inside Jordan Brand is easier to read off the product pages than off the marketing. The Tatum 4 currently carries a Best Seller badge on nike.com at $130, and it is stocked all the way down through big kids at $100, little kids at $80, and baby and toddler at $55. That is not how a brand treats a shoe it expects to disappear on release morning. It is how a brand treats a model it plans to keep on shelves for a full season, in a size run wide enough to cover a whole household. Jordan Brand says the Tatum 5 arrives in full-family sizing as well. Signature basketball has spent the last decade splitting into two separate businesses, the scarce hero shoe that trades above retail before anyone plays in it, and the workhorse the brand actually ships in volume to people who need a hoop shoe in October. The Tatum line has always belonged firmly to the second group, and the pricing on this one says Jordan Brand has no interest in moving it into the first.

The build centers on what Jordan Brand calls a dynamic utility strap. Nike’s own product copy describes it more plainly as an under-lace midfoot strap that locks the tongue down and secures over the laces, which is a containment solution rather than a styling flourish. Underneath sits a 10-millimeter forefoot Air Zoom unit, with a molded midfoot wrap and heel structure handling stability through cuts and stops. Traction is herringbone, cut in HART 2.0 rubber. The upper is a soft molded construction with a perf zone running along the sidewall and ballistic mesh venting placed at the lateral, medial, and forefoot panels. The heel carries Tatum’s number 0 in a treatment Jordan Brand says was drawn from the famous arch in his hometown of St. Louis. The launch pair shows on nike.com as Bright Concord, Urban Lilac, China Rose, and Bright Mango, a purple upper over a rippled white midsole shot through with pink and orange. A “Sunset” version, built on the other end of the same Boston sky, follows later.

“Every detail, from the containment-focused strap to the lightweight, responsive performance package, was designed to help athletes feel connected, confident and in command of every possession,” said Tony Hardman, Design Director for Jordan Basketball Footwear.

The thing worth watching is the launch order. Jordan Brand is putting the Tatum 5 out in China on September 24 and letting the global rollout follow, which is not the pattern for a shoe built around a Boston sunrise and a St. Louis arch. Brands do this when the demand math says so, and the order of those two launches says more about where Jordan Brand expects this shoe to move than any campaign line will. It also fits the price. A $125 performance basketball shoe with full-family sizing and a China-first launch is a volume play, and Jordan Brand appears to be building this generation around getting the shoe onto feet rather than manufacturing a moment around it. Compare that against the Kobe 8 Protro Mambacurial at $200 arriving on September 19 and the two halves of the signature business are sitting right next to each other on the same shelf.

On price specifically, $125 puts the Tatum 5 five dollars under the Tatum 4 and seventy-five under the Kobe 8 Protro landing later this month. The kids’ pricing on the Tatum 4 gives a fair preview of where the 5 lands, with big kids around $100 and the run continuing down to toddler sizes. For anyone who has watched the Tatum 4 turn up on WNBA feet in player exclusives, the appeal has never been scarcity. It has been that the shoe is good and it is there when you want it, and holding the line under $130 is the most useful thing Jordan Brand could have done with the fifth one.

The Jordan Tatum 5 “Sunrise” is listed at $125 on nike.com under style code IO1746-401, currently marked Coming Soon with a Notify Me option. Jordan Brand has confirmed a September 24 launch in China in full-family sizing, with a global release to follow. No United States date has been announced yet, and the “Sunset” colorway has no date either.

Written by

The Sneakers Team

The Sneakers Team is the editorial desk behind becausesneakers, founded and edited by Nick Engvall. Nick has spent more than two decades in the sneaker industry. He built the original Eastbay Blog, led the first dedicated sneaker team at Complex, ran the first UGC and seeding programs at Finish Line, was employee number nine at StockX, and served as Senior Director at Stadium Goods. He hosts the Sneaker History podcast, and his first book, Small Luxuries: Sneakers, arrives in October 2026 from Motorbooks. Release details on this site are checked against the brand's own product information before publication, and anything we cannot confirm is labelled rather than stated.

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