Jordan Brand Celebrates the Diaspora’s Impact on Culture With Free The Youth

2025 marks 40 years of greatness, Jordan Brand brings its fearless and unapologetic ethos to life through the depth, diversity, and creativity of the diaspora. This journey, reflective of cultural fusion, ambition, and the bold assertion of space, serves as an inspiration for London’s creative community to unite and push boundaries.

Jordan Brand has unveiled a dynamic new campaign in collaboration with Ghanaian streetwear collective Free the Youth, ahead of an upcoming activation in London. The campaign, captured by photographer Elliot Hensford, showcases the synergy between the iconic sportswear brand and the innovative African collective.

In honoring its legacy while forging a new one, Jordan Brand partners with creative visionaries who redefine collaboration and innovation. Among them is Free the Youth, a movement deeply embedded in Ghana’s cultural fabric and beyond, channeling the brand’s rebellious energy. From Tema to London, their impact underscores the idea that greatness knows no boundaries.

This weekend, Jordan Brand invites London’s African diaspora to embrace their narratives and reshape the definition of success on their own terms. By amplifying the voices of the communities it serves, the brand continues to champion resilience, identity, and unshakable confidence. With "Our Turn" as the rallying cry, the stage is set for a new generation to step forward and lead, reinforcing the global bonds that define Jordan Brand’s legacy.