With Our Turn, Jordan Brand rallies the next generation, announces global one-on-one tournament
- 11 July 2024
What to know
- Jordan Brand unveils a bold, new brand voice, Our Turn—both a statement and a rallying cry to inspire the next generation to rise up and take their turn.
- Our Turn comes as an unforgettable six weeks of District 23 programming in Paris unfolds inside and around the historic former Tati Barbès department store, reimagined into a space to serve the community as only Jordan Brand can.
- To continue bringing this bold message to life, Jordan Brand has invited the next generation of hoopers from around the world to Paris for a chance to be named "The One", becoming a part of the Jordan Brand family as a brand ambassador.
- The One Finals will be held inside District 23, Jordan Brand's unprecedented transformation of Paris's diverse 18th arrondissement into a sport and cultural hub.
Jordan Brand introduces Our Turn—a new brand voice and a shared language created with, and for, the next generation, representing a universal truth anyone who embraces the Jumpman with pride has always known: greatness does not ask for permission.
"Today marks a milestone moment for the Jordan Brand. The moment we enter a new chapter of greatness with that same bold and defiant spirit that Michael has always embodied with our new brand voice—Our Turn. It is both a rallying cry and a statement", said Caitlin Sargent, Jordan Brand chief marketing officer. "We believe there is greatness in everyone. Our role is to unleash that within the next generation across every corner of the world by inspiring them to rise up and take their turn".
Our Turn will also be brought to life through a once-in-a-lifetime chance for the next generation to broadcast their greatness on the world stage.
As it's not enough to say it's Our Turn, Jordan Brand is giving the next generation of hoopers the chance to prove it.
Through basketball tournaments and communities globally, Jordan Brand will invite 20 young men and women to Paris—District 23—for something greater than gold. A chance to become a part of the Jordan Brand family as a brand ambassador.
Representing cities from across the US (NY, Chicago, LA), Asia-Pacific (Philippines, Japan, Australia), Europe (London, Paris) and many more, hoopers will compete for the chance to be named "The One"—the best one-on-one player in the world. In what will be exhilarating match-ups where they will leave everything they have on the court, two winners will come out on top for bragging rights as The One, and will embark on a year-long partnership with Jordan Brand.
After qualifying rounds taking place in Shanghai, Los Angeles, New York, Paris and several other cities globally all summer, 20 players will arrive in Paris to play for a spot in the Finals, with an advance or knockout stage where in the end a male and female winner will be crowned.
This tournament harkens back to the very origins of the Jumpman, a product of Michael Jordan's legendary one-on-one back-garden battles against his brother, Larry. It was through his unrelenting pursuit to win—despite match-ups that often ended in defeat—that he went on to create a legacy of greatness that changed the game of basketball forever.
Just as Jordan Brand's origin story is rooted in a mentality of defiant confidence, The One is designed to show who's got next, and inspire the next generation to take their turn—over and over—until they win.
Jordan Brand's Summer of Basketball Culture provides the perfect moment to remind all hoopers of what greatness requires—and uses the world's greatest stage to elevate those who best represent that truth.
The One Finals begin on 26 July, and will stream live on Twitch from District 23 with more details to come on @Jumpman23.
THE ONE qualifying highlights
