Jordan Brand is Marketing ‘40 Years of Greatness’ for Generations Old and New

“What we’re hearing from our youth athletes is that [the AJ40] is the shoe that they want to wear when they step on the court,” said Sargent.

To further its youth push, Jordan Brand launched its second global The One basketball tournament in May, uniting the world’s best one-on-one hoopers for games across 20 different cities. 

The competition is open to boys and girls ages 15 to 18, and the final games will be held in New York City next month. The winners will also join the Jordan Brand family as ambassadors.

Sargent’s highest marker of success for ‘40 Years of Greatness’ will be brand strength and consumer sentiment. Looking ahead, her goal is to further position Jordan Brand as one with “dimension” beyond streetwear and basketball.

“When we look across all of our sports [like] American football, global football, golf, there’s so much [more coming] over this next year,” she said. “It feels like [2026] is going to be another breakout year for the brand where we’re delivering new dimension for the brand and welcoming new consumers.”

Jordan Brand’s 40th anniversary isn’t just a nostalgic victory lap. It’s a springboard into Nike’s broader “Sport Offense” strategy.

For Sargent and her team, success will be measured not just in sales, but in whether Jordan Brand can evolve from a streetwear and basketball icon into a cross-sport powerhouse for the next generation of consumers.