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

In 2025, Jordan Brand celebrates four decades of excellence, embodying its fearless spirit through the richness, innovation, and global influence of the diaspora. Its collaborations and unapologetic presence stand as a catalyst for London’s creative scene—encouraging unity, self-expression, and the pursuit of new frontiers.

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.

This weekend, Jordan Brand collaborates with London’s African diaspora with the mission of embracing their narratives and amplifying the voices of the communities it serves. Rooted in perseverance, heritage, and self-assuredness, the brand remains committed to empowerment. Under the banner of "Our Turn," as a new wave emerges.