The Breakfast of Champions

Mon, 01 Dec 2025 06:17:39 GMT

Sunday Night Football - November 16th

In 2023, we introduced the Wheaties jacket, through a full collection, a design celebrating the “Breakfast of Champions” and honoring Michael Jordan’s iconic relationship with Wheaties. The piece quickly became a symbol of legacy, excellence, and the athletes who inspire generations.

This year, we had the opportunity to evolve that story. At BRS, we collaborated directly with Jalen Hurts to customize the Wheaties jacket, making it uniquely his. His number was added to the back and“Love Hurts” was stitched on the sleeve, as a connection to Philadelphia.
Jalen debuted the custom jacket during a nationally televised game against Detroit, on November 16th, a moment that huge for the season and the visibility.

The Wheaties jacket continues to embody champions past and present, and this customization shows how our storytelling evolves from one great athlete to the next.

Alicia Pinckney

-Apparel Excellence

Jordan World of Flight Philly

Thu, 09 Oct 2025 15:22:21 GMT

Jordan Brand's first World of Flight in the US

Grand Opening Friday October 10, 2025

Friday, October 10, history was made in my hometown. Philadelphia became the first U.S. city to welcome a Jordan World of Flight store, one of only six locations globally. Joining Milan, Tokyo, Seoul, Beijing, and Mexico City, Philly now stands on the world stage as a hub for Jordan Brand’s culture of sport, community, and innovation.

For me, this moment was more than an opening. It was a homecoming. The new store sits across the street from where I worked my very first job in high school, on Walnut Street, a block that shaped nearly a decade of my early life. To return now, with my corporate career tied to this same street, and to see our team’s designs living here, is a full-circle moment. Every team represented, from streetwear, sport, women's, and golf. Our team is truly special and my hometown gets front row of this team's talent.

This milestone represents the collective effort of every single function across our team. From design and marketing to operations and retail, the passion and precision poured into this project reflects the spirit of Philadelphia itself: resilient, visionary, and deeply rooted in community.

Philly is more than just a location for Jordan Brand, it’s a city of passionate people, crazy lovers of sport, builders of culture, and dreamers who hustle with heart. To celebrate this opening here, in a place that raised me, is proof that legacy and innovation can live side by side.

As we continue to expand Jordan World of Flight globally, I couldn’t be prouder that Philadelphia is part of this story. For my city, for our team, and for the future of Jordan Brand.. this is just the beginning.

To celebrate, activations included a block party, in true Philly fashion, with DJs from Philly, DJ Jazzy Jeff, his son and my friend, Corey Townes, special performances by Freeway and a highlight appearance by Philly Eagles QB1, Jalen Hurts, dressed in Jordan custom head to toe.

GO BIRDS!!!

jordanapparel

The Breakfast of Champions

Sunday Night Football - November 16th

Jordan World of Flight Philly

Jordan Brand's first World of Flight in the US