MarketingNews

Jordan Brand Connects Youth Basketball and Ambassador Development at The One Finals in Shanghai

Jordan Brand brought its global youth basketball program to Shanghai for The One finals, using a one-on-one tournament to connect emerging players with its athlete and entertainment community.

Published: Sep 15, 2026 2:39 PM

By Ifrah Nadeem

MarketingNews

Add RETAILBOSS as Preferred Source

MarketingNews

Jordan Brand Connects Youth Basketball and Ambassador Development at The One Finals in Shanghai

Video still: Jordan Brand; video shared by Benjamin Kaplan.

Jordan Brand brought its global youth basketball program to Shanghai for The One finals, using a one-on-one tournament to connect emerging players with its athlete and entertainment community. The August 29 event followed regional qualifiers across more than 20 cities, with winners earning a place as official brand ambassadors.

The One finals in Shanghai. Video: Jordan Brand; shared by Benjamin Kaplan. Nike’s September 10 event recap confirms that 16 players competed in the finals. Aina Hinojosa of Madrid won the women’s division, while Jalen Mehu won the men’s competition.

A route from local competition to a global stage Now in its third year, The One is open to players aged 14 to 18, with separate boys’ and girls’ brackets. Qualifiers across North America, Europe and Asia feed into the global final, making participation in the sport the starting point for a relationship with the brand.

Benjamin Kaplan, senior creative director of brand design at Jordan Brand, highlighted the qualifiers, the inaugural Jordan Design Studio and the gathering of athletes and entertainers in Shanghai.

Reflecting on the work behind the event, he said he was “super proud of all the teams that made this happen.” Competition becomes part of the brand experience The supplied video brings together player portraits, game action, the Shanghai setting and the championship celebration…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss marketing coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.