The Jordan Brand has unveiled a new visual identity built in collaboration with New York creative studio WØRKS. This project reinterprets the confidence, precision, style, and uncompromising perfectionism that made Michael Jordan a cultural icon into a visual language for the brand's future.
At the heart of the identity lies an exclusive typeface and typography system created for the brand. Inspired by Air Jordan’s iconic sneakers, luxury craftsmanship, motorsports engineering, and Michael Jordan’s personal design tastes, custom marks and graphic elements were combined to complete Jordan’s signature bold and sophisticated impression.
The new system is broadly applied not only to apparel and footwear but also to labels, accessories, packaging, retail spaces, campaigns, and digital experiences. Instead of repeating a single fixed style, it is designed to adapt flexibly across diverse environments while clearly maintaining the Jordan identity. It is an identity that connects Jordan’s present—expanding beyond the sports brand into fashion and culture as a whole—with a single, consistent language.
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