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The One North America reached new heights in 2026, bringing together more than 400 athletes across Chicago, New York, and Los Angeles in our biggest and most impactful competition yet. As anticipation builds for Jayson Tatum’s full-time return to the court and the upcoming launch of the Tatum 5, we activated him across a three-city tour that connected consumers to the game, the product, and the culture. From the iconic Chicago Board of Trade to NYvsNY and the Jordan Brand House, we delivered unforgettable moments rooted in community and exclusive access to elite training, premium product experiences, and meaningful Jordan Family connections that brought fans closer than ever to Jayson and the brand.
Additionally, through the Jordan Design Studio, each city became a launchpad for the next generation of creative talent. Emerging designers collaborated with iconic members of the Jordan Family, exploring the legacy and future of the AJ1 while pushing the boundaries of innovation, self-expression, and design culture. The experience empowered young creators to leave their mark on one of the most influential silhouettes in sneaker history.
chicago
The One took Chicago basketball
from the lakefront to the heart of the city.
We kicked off The One qualifiers at Foster Beach, bringing the energy of Chicago basketball to the lakefront in the heart of summer. Sun, music, community and competition came together on the court, capturing the unmistakable spirit of basketball in Chicago.
For the finals, we took it somewhere unexpected: the historic Chicago Board of Trade. The trading floor became the court, the iconic ticker became the backdrop, and nearly 30 years after the infamous CEO Jordan commercial was filmed in the building, a new generation of players took center stage.
The One celebrated the many sides of Chicago through the one thing that connects them all: basketball.
WINNERS:
MICHAEL WOODS
Chicago, IL | Class of 2027 @nbamroy
SYDNEY DODD
Maywood, IL | Class of 2027 @syd_dodd12
Jordan Family Integration
Jordan Family showed out in Chicago creating unforgettable moments for the next generation of Chicago basketball.
design studio
Mentor: NINA CHANEL
WINNER:
CHELSEA B
@chelseab128
Crochet Artist, Designer & Founder of House of Chelsea B
Chelsea B is an innovative fiber artist and streetwear designer whose work fuses traditional crochet craftsmanship with modern fashion to create sculptural pieces that celebrate Black culture. Raised on Chicago's South Side and trained in textiles at the prestigious Savannah School of Art & Design, she has built a unique creative voice grounded in storytelling, craftsmanship, and a fearless commitment to forging her own path.
“To be able to design the Air Jordan One? This is a dream”
- Chelsea B
NEW YORK
NYC provided unmatched vibes
for The One City Finals.
Ending an already epic NYvsNY event, our city was shocked to see the transition to The One, where everything turned red, space on the court got smaller, and the pressure was on to determine who would be representing NYC in Shanghai.
With Tatum and Sarah Strong watching, two strong athletes and future pros stamped their ticket to Shanghai.
WINNERS:
JALEN MEHU BRONX
NY | Class of 2027 @jalenmehu
LEAH DUKES
Rochester, NY | Class of 2030 @leah_dukes11
Jordan Family Integration
Our Jordan Family was welcomed with love as soon as they walked in.
Grand entrances, integration with youth and the community, and moments with our NYC partners like Dyckman Basketball aided in overall consumer sentiment and reaction throughout their appearance.
design studio
Mentor: ANGELO BAQUE
WINNER:
ALAïA RYAN
@alaia.ryan
Designer, Stylist, and Founder of Nayr
Alaïa is a New York City-based fashion stylist, creative director, and designer whose work blends editorial fashion, product design, and cultural storytelling. As the founder of NAYR Studio, she is known for her signature heart-shaped bags, bold material explorations, and hands-on approach to design, overseeing small-batch production in NYC while bringing her creations to life through her own styling and creative direction. Her distinct point of view and ability to build a cohesive creative universe make her a compelling voice at the intersection of fashion, design, and self-expression.
“I want to tell my authentic story and what better way than to do it through Jordan?”
- Alaïa Ryan
LOS ANGELES
The One LA brought together the next generation of basketball talent, Jordan Family athletes, community partners, and consumers for a weekend that showcased everything our brand stands for:
competition, creativity, self-expression, and belief.
The defining story of the weekend belonged to Addison Uphoff, who delivered one of the most memorable moments in One history. Down 20-9, Addison refused to quit, mounting an incredible comeback to secure the victory and punch a ticket to Shanghai. A performance that embodied everything The One stands for: resilience, confidence, and belief under pressure.
WINNERS:
ADDISON UPHOFF
Torrance, CA | Class of 2028
@AddiRose28
CARTER BROWN
Highland, CA | Class of 2028
@kingcarterbro
Jordan Family Integration
Los Angeles showcased the depth of the Jordan Family, as Jayson Tatum sparked connection and inspiration through a Heart of LA Creative Workshop, a middle school 3v3 Tournament, and community touch points across the weekend.
Beyond Tatum, Jordan Family athletes and entertainers including Trae Young, Jaime Jaquez Jr., Jason Crowe Jr., Davante Adams, Puka Nacua, Myles Garrett, and OsamaSon transformed the weekend across LA. DJs Aye Jaye and Chase B powered the energy throughout the weekend.
design studio
Mentor: CHRIS GIBBS / UNION LOS ANGELES
WINNER:
CHEIKH TALL
@_cheikhtall
Fashion, Art & Founder of Royal.2
Cheikh is a multidisciplinary creative whose work spans fashion, design, and cultural storytelling. He combines global industry experience with a deep commitment to community and identity. Through his work with Royal.2, he champions African culture and heritage, using fashion and creative expression to foster connection, celebrate underrepresented voices, and build meaningful cultural dialogue.
“My younger self would be hella proud… I couldn’t afford to buy Jordans and to be in this room with the opportunity to create a Jordan one, it means the world”
- Cheikh Tall
marketplace
nike direct
The One Winners at Retail
Nike Chicago
Nike SOHO + Nike HOI
Nike The Grove
foot locker
Chicago: Foot Locker showed up with pride across The One athlete gear-up at Foster Beach, Jayson Tatum The Clinic moment in Lincoln Park, and retail truck plus branding and Striper integration throughout at Chicago Board of Trade.
New York: On ground support and presence of Stripers at qualifiers (Zone 6) and NYvsNY (St. Ray’s) through promotional items, snacks, custom Jordan and JT branded popsicles, and high energy! Foot Locker sponsored timeouts during game play allowed for
consumers to show off their talents and win prizes provided by Foot.
Los Angeles: Custom retail build within the Jordan Brand House served as a backdrop for multi-day retail of footwear and customizable tees. Fans gravitated to the custom LA and The One graphics package for tees and bought multiple to commorate the moment.
Key Product
Performance:
Jordan Triangle
& Tatum 4
Streetwear:
AJ1 High OG 'Love Letter'
& AJ3 'Laser'
Foot Locker
Tee
customization
MEDIA
SLAM
111 social posts across the Chicago, New York and Los Angeles city qualifiers for The One. 4M+ impressions delivered across Instagram and Facebook.
31 posts featured Jayson Tatum on his athlete tour alongside the NA qualifiers.
SNAPCHAT
15.4M impressions across Chicago, New York and Los Angeles generated overall. ~44K opt-ins to Reminder Ad notifications across the cities. As a whole, Promoted Places engagement was over benchmark:
Promoted Places: 3.07M impressions (188% of estimate)
Reminder Ads: 12.3M impressions (173% of estimate)
Views: 5.3k
Reach: 9.1k
Engagement: 3%
Views: 11.8k
Reach: 18k
Engagement: 2%
Views: 14.8k
Reach: 21.8k
Engagement: 4%
Views: 4.6k
Reach: 17.2k
Engagement: 5%
Views: 5.5k
Reach: xx
Engagement: 0.23%
EARNED
Across Chicago, New York and Los Angeles, coverage for The One generated
102 social posts, 135 Instagram Stories and reached more than 158 million users across Instagram, Facebook, TikTok, X, Twitch and YouTube.
SOCIAL POSTS
102
INSTAGRAM STORIES
135
USERS ACROSS SOCIAL
158M
Jordan Design Studio generated editorial and social coverage with 26 articles, 83 posts and a total of 169 million combined impressions of digital and social media coverage.
ARTICLES
26
POSTS
83
USERS ACROSS
DIGITAL & SOCIAL
169M
the one CREATORS
@thirzathecowgirl
Views: 3.8k
Likes: 118
Engagement: 1%
Views: 2.7k
Likes: 73
Engagement: 1%
@chasec0urage
Views: 18k
Reach: 75k
Engagement: 31%
Views: 18k
Reach: 76.6k
Engagement: 31%
@Ticaradevone
Views: 1.5k
Reach: 953
Engagement: 12.6%
jumpman23
Views: 679k
Reach: 332k
Engagement: 4.3%
Views: 530k
Reach: 202k
Engagement: 3.9%
Views: 600k
Reach: 253k
Engagement: 2.8%
Views: 740k
Reach: 306k
Engagement: 6.1%
key takeaways
Celebrating the unique culture of hoops and streetwear in each city through storytelling and heroing local protagonists, allowed us to authentically resonate with our consumers.
Strategic investment to ensure we are in the path of consumer across partners and audiences at scale beyond Jordan owned channels drives measurable impact. Inclusive of media partners, Jordan Athletes and Design Mentors, content creators and The One Athletes and designers.
Landing The One at key Direct and Partner (Foot Locker) doors allowed us to scale The One across our key cities. Due to product delays and weather, the opportunity remains to capture more demand.
As a Brand, we are at our best when the Jordan Family makes big bigger and exemplifies greatness at the highest level. From our athletes, Jayson Tatum, Napheesa Collier, Azzi Fudd, Dearica Hamby, Jess Sims, Trae Young, Sarah Strong, Myles Garrett, to our artists and entertainers, Nina Chanel, Chris Gibbs, Angelo Baque, Chase B, and many, many more.
what's next
This week we celebrate all six athletes and three designers across NYC, Chicago, and LA before they embark on their journey to Shanghai for The One Global Finals. We’ll honor their accomplishments at Nike Direct Doors and NYvsNY with their loved ones and gear them up with the best Jordan product and elite training. North America is ready for the 3-peat!
thank you
A heartfelt congratulations and thank you to the Jordan Family across geographies, cities, and functions whose collective effort brought this vision to life. Together, we challenged convention, pushed boundaries, and delivered something truly meaningful.
KEEP IT TIGHT © 2026 Nike Rundown
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