For four decades, Jordan Brand has stood as a global symbol of excellence—shaped by those who dare to defy limits. More than just sneakers, it represents an unbreakable mindset, a culture of greatness that transcends sport. Now, as Jordan Brand celebrates its 40th anniversary, it continues to evolve, amplifying voices that push boundaries and redefine what’s possible.
To celebrate this milestone, Jordan Brand, in partnership with Free The Youth, launched the “Unbannable” campaign—a tribute to the rebellious nature of the Air Jordan 1, a sneaker that transformed the industry rules despite its initial ban. The campaign visuals tell a story narrative of young ghanian dreamers inspired by their aspirations to soar beyond any imposed boundaries.
Founded by Jonathan Coffie, Kelly Foli, Winfred Mensah, and Richard Kweku Ormano, Free The Youth began as a grassroots initiative, documenting Ghana’s raw street style. It has since grown into a brand, a creative agency, and a force for change, empowering young Africans to own their stories and their space on the global stage.
Through music, fashion, and community, Jordan Brand and Free The Youth are setting the foundation for a future built on ownership, identity, and creativity.
The 40th anniversary of Jordan Brand is not solely about reflecting on the past; it’s also about establishing the groundwork for what lies ahead. With “Our Turn” serving as the rallying cry, this partnership promotes the notion that success is defined on our own terms.
Greatness isn’t measured in years—it’s measured in impact, and through this partnership, Jordan Brand and Free The Youth prove once again that cultural excellence can never be banned.
