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Jordan Brand’s - THE ONE
Jordan Brand + Amplify collaborate to host THE ONE EMEA FINALS London 2025.
Challenge
Amplify partnered with Jordan Brand to deliver The One EMEA Finals in London - a one-day live event at Exhibition, White City, uniting competition, culture, and community.
As part of a global showcase to crown the best one-on-one player, the finals also anchored Jordan Brand’s cultural reset: re-establishing relevance with underrepresented hoopers and creators by prioritizing basketball while amplifying streetwear locally).
More than a tournament, the event created a platform celebrating athletes, creativity, and culture, while giving fans the chance to connect with the brand through live experiences and product interaction.
Solution
Amplify worked with Jordan to curate an immersive experience that brought together elite competition, grassroots energy, and cultural programming ensuring every element spoke to London’s basketball community. The event itself was broken down into several areas.
Elite Competition:
Sixteen athletes (eight male, eight female) battled it out in London, showcasing the best of international one-on-one basketball talent.
Local Expertise:
Basketball platform Hoopsfix brought their unmatched knowledge of London hoops culture to host the tournament.
Cultural Programming:
Dunk Shows led by Simply British Ballers delivered high-octane entertainment.
- Hard In The Paint designed bespoke apparel, fusing basketball heritage with fresh streetwear aesthetics.
- The night closed with an afterparty by Victory Lap, featuring live performances from Kairo Keyz, antslive, Chef Dee, and TR Gobrazy.
- Product Showcase & Trial: Attendees also had the opportunity to experience Jordan Brand’s latest innovations first-hand, including the AJ40, AJ1, and AJ3.