Jordan Brand returns this autumn/winter with ‘Coldest in the Game’, a proposal that transcends the classic concept of outdoor clothing. The brand has teamed up with creative curator Youssouf Fofana to embark on ‘The Scout’s Trip’, a creative journey in Kenya that connects talent, culture and community.
The project brings together a new generation of creatives from Kenya, France, Italy and the United Kingdom who reinterpret Jordan’s DNA from their own imagination. Photographed by Bolade Banjo, the campaign captures the essence of this exchange: the garments come to life amid vibrant landscapes and the personal style of each participant, blending sporting spirit with a contemporary global sensibility.
The collection is divided into two main capsules: “Mountainside” and “Realtree”.
Mountainside plays with colour to challenge winter: saturated pinks, electric blues and intense oranges inspire movement and energy. In a nod to history, the graphics reinterpret an image of the audience at the legendary 1985 NBA Slam Dunk Contest, taken to the extreme in pixel art. Realtree, on the other hand, explores camouflage from an urban perspective, mixing technical silhouettes with a streetwear approach.
To close out the drop, Jordan presents the AJ1 Element Low, a functional evolution of the classic, where aesthetics meet technology: GORE-TEX, sculpted foam, and a design crafted for those who live between the city and nature.
With no confirmed date, ‘Coldest in the Game’ promises to land just as temperatures drop.
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