Sneaker News Jordan Brand’s global reach just got much wider in the East thanks to its latest signing of Jackson Wang. The Hong Kong-based superstar has officially joined the Jordan family, with an official announcement on Instagram showcasing the multi-faceted talent alongside unique expressions of the Air Jordan 1.
Heading into and throughout 2025, you will notice Jordan Brand making series efforts in its marketing approach to coincide with the 40th Anniversary of the Air Jordan 1. These key brand moves as well as the timing of its launches are all part of the strategy to regain the Air Jordan 1’s spot as the top dog in the world of lifestyle footwear.
Just recently, Jordan Brand premiered Origin Story, a short animated film that retells the story of Michael Jordan’s banned sneakers. Although it wasn’t the Air Jordan 1 that was banned (it was the Air Ship), it all plays into the beginning points of the Air Jordan 1’s cultural significance.
Jackson Wang is positioned to be one of the global faces of Jordan Brand as it looks to begin its most significant year in the post-pandemic era. In the official announcement are two of the brand’s keynote drops — the Air Jordan 1 “Bred” ’85 and the Air Jordan 1 “Black Toe Reimagined”. The latter was originally expected to launch in October 2024, but has since been postponed to February 2025. This delay gave Jordan Brand the opportunity to execute additional marketing around the shoe as the original outlook for the drop didn’t meet expectations.
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