“Coldest in the Game” — NIKE AIR JORDAN x HYPEBEAST by 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:
Creative Lead: @benjireeves
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
Creative Consultancy & Production
In creative partnership with OKQ agency, James Loach Co. applied creative and community pressure in curating a real-life activation to launch the official 574L sneaker designed by a collaboration with Stone Island & New Balance in Soho’s infamous Vinyl Factory. The 360° activation granted the opportunity for both brands to showcase the DNA of their long-lasting partnership specific to the streets of Soho and identified key voices, stylistic influences and community in the making.
For one day only, Vinyl Factory was transformed into an interactive space in which invite-only guests, VIP and core members of the Stone Island and New Balance family received one-to-one seeding suites, a live panel talk with Ellis Gilbert (@ellisgilbert22), Archie Maher (@arco_maher) hosted by James Loach Co, exploring the integral dots in a bespoke array of archive Stone Island in the ArcoMaher collection whilst connecting Soho as the neighbourhood in fashion putting to work Stone Island & New Balance uniform. To celebrate the collaboration, the space saw an all-star lineup of live performances from Sainte, Korby, and exclusive DJ sets from Brad BB, Huna & James Loach.
Image Direction & Editorial
Images Direction by James Loach & Kai Jadwat
Photographed by Kai Jadat
Featuring Ori Montero from PRM
Lighting & Digi by Lawrence Atkin
Hair & Make Up by Anusha Solanki
In a live partnership from the court in Los Angeles, California, to London, England, Hypebeast hosted a VIP viewing experience for the All-Star Game with the National Basketball Association (NBA). Blending sport, culture and community - we transformed an iconic heritage venue into an immersive live-screening space alongside live DJ’s, nostalgic basketball installations throughoutand all-star customisation workshops.
VIP & Communications Management by James Loach Co
Production by HYPEBEAST
Special thanks to NBA Europe
Appointed as lead stylist for the UK, EU, North America & Australia Tour for the multi-faceted and musical genius that is FRED AGAIN... James Loach Co worked closely with FRED AGAIN... on building an elevated, climate-controlled, and rich wardrobe for the world tour, which included numerous sold-out dates alongside DJ/Producers Four Tet and Skrillex, as well as Coachella Festival, Glastonbury, and many more.
JAMESLOACH.CO - LONDON UK 2025