“Coldest in the Game” — NIKE AIR JORDAN x JAMES LOACH Campaign

“Coldest in the Game” is a winter campaign by Nike’s AIR JORDAN that explores the intersection of technical performance, outdoor heritage, and contemporary street culture. The campaign spotlighted James Loach creatively shaping the campaign as a battle of style across two distinct collections — Mountainside and RealTree — each representing a different approach to winter dressing rooted in function, identity, and authenticity.

Loach brings a considered styling language to the project, balancing GORE-TEX performance pieces, alpine references, and heritage camouflage with modern silhouettes and layered textures. Rather than styling product in isolation, the campaign frames each look as a lived expression of culture, community, and personal narrative. This campaign isn’t just a seasonal showcase — it’s a creative statement. Through Loach’s lens, Jordan Brand’s winter collections become cultural touchpoints that speak to authenticity, heritage, and personal interpretation. It’s a campaign built to inspire, to move, and to redefine what it means to be the coldest in the game — both on the street and in the story of style itself. “These style profiles clearly speak to people, and not just out of purpose,” Loach reflects — highlighting the deeper resonance of each collection beyond surface trends” Words taken from HYPEBEAST.

JAMES LOACH for AIR JORDAN Powered By HYPEBEAST @2025

Credits:
Senior Creative @lilliconreen
Creative @jasmine.bh
Account Manager @noahafors
Creative Editor @angelee.k_
Partnerships Esther Lopez Riva
Photographer @emilywhte
Digi Op @chloekyates
Lighting Assistant @maximilianmckay
2nd Assistant @lukes.jpeg
Stylist Assistant @e.f.e333
Hair Stylist @christophergatthair
MUA @chiha0313
Movement Director @liam_jhill
Production Assistant @samuel.adeosun
Models Omari Phipps c/o @premiermodels / Andrea Ramlall c/o @lindenstaub