Jordan Brand Announce New Slogan, ‘Our Turn’, and Global One-on-One Basketball Tournament

Today, Jordan Brand announced a new brand slogan: ‘Our Turn’. Jordan describe the new brand voice as ‘both a statement and a rallying cry to inspire the next generation to rise up and take their turn’. They go on to say: ‘anyone who embraces the Jumpman with pride has always known: greatness does not ask for permission.’

The unveiling of the new voice coincides with Jordan hosting a global one-on-one basketball tournament in Paris later this month that invites young hoopers from around the world to compete in a tournament dubbed 'The One'. Preliminary rounds are already underway in cities across the globe including New York, Los Angeles, Shanghai, London, and Paris. Twenty young men and women contestants will then arrive in Paris to play for a spot in the finals bracket. The One tournament will have one male and one female winner who will both be awarded year-long Jordan Brand Ambassador honours.

'The One' finals will be held inside District 23, Jordan Brand’s hub, during the Paris Olympics at the historic former Tati Barbès department store, which has been reimagined as a space to serve the basketball-loving community. They will begin on July 26, the same day as the start of the 2024 Olympics in Paris, and the tournament will be live streamed on Twitch.

Stay tuned to Sneaker Freaker and Jordan Brand’s social media accounts for further updates on 'The One' tournament.