“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
Styling & Wardrobe
From his new base in Saudi Arabia, the footballer discusses what home means to him, how he’s acclimatising, and style influences for Hypebeast’s latest campaign with Replay.
Making a name for himself within the grassroots youth circuit in Brazil, Neymar Jr. was a once-in-a-lifetime homegrown talent and quickly became the newest football sensation in his legend-producing home country. Having spent his 20s in Europe — playing for Barcelona before moving to Paris Saint-Germain in 2017 — he’s no stranger to creating his own home away from home wherever he’s located.
HYPEBEAST TEAM:
Stylist & Wardrobe | James Loach Co + Team
Associate Creative Director | Maude Churchill
Senior Creative | Mia Lim Montesdeoca
Senior Creative Producer | Anthony Ferrieres
Creative Producer | Catriona McCormick
Senior Creative Editor | Ali Mohammed-Ali
Director of Account Servicing | Steph Cripps
Creative Direction & Styling
New-Gen UK Rap & Hip-Hop Sensation SAINTÉ is tapped in to collaborate with Britain’s favourite designer, BURBERRY, for a special feature produced for CULTED Media. Chatting all things Brit, Burberry, London, and Sainté - watch and read the full feature on www.culted.com
Produced by Chyna Richardson & James Loach
Photography & Videography by Jack Chipper
Words by Robyn Pullen
Special Thanks to Burberry and CULTED.
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.
Talent & Campaign
James Loach fronts the latest campaign for Tokyo’s illustrious Magic Stick Entertainment, embodying the brand’s distinct fusion of street culture and modern refinement. Shot on location in Shibuya, Tokyo—the heart of the city’s creative energy—the campaign captures Magic Stick’s vision with a contemporary tastefulness partnered with in-house styling in true Tokyo essence. The collection is now available worldwide at select retailers and exclusively at the brand’s flagship store in Shibuya.
JAMESLOACH.CO - LONDON UK 2025