"The Ones"

Celebrating the new generation of defiant, talented individuals.

The Challenge

How do you celebrate a shoe that has such cultural impact that it can no longer be connected to any one individual but an entire cultural movement?

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The Solution

Build a campaign rooted in tradition yet connected to the defiant culture-shapers of today.

“The Ones”
Celebrates A New
Generation Of Defiant,
Talented Individuals.


The talented cast who represent “The Ones” this season: Nigel Sylvester, Billie Eillish, YBN Nahmir, Rox Brown, Elaine Zhong, Kori Carter, Jalen Ramsey, Briana King Jamal Adams and Shameik Moore.

Jordan Brand brought the studio to the court, combining sport + culture + community.

Nigel’s Shop-The-Ones Page


The on-going campaign turned franchise lives across all brand and authenticator channels resulting in millions of eyeballs with key story telling about each authenticator on the Air Jordan Blog.