Jordan Brand's House in Inglewood, Calif. Is Decades in the Making

The date is Dec. 2, 1984. Michael Jeffrey Jordan has only been in the NBA for 37 days. He's laced up his Nikes on a visit to the Great Western Forum in Inglewood, Calif. to face the Los Angeles Lakers—the team of the era. The 21-year-old might not have suspected it at the time, but this arena, franchise, and city would play an important role in his story.

Fast-forward 15,048 days, "His Airness" has six NBA championships in his expansive trophy case and he's back in Inglewood, the city that saw him lift his first Larry O'Brien on June 12, 1991. But MJ isn't back in Chicago Bulls attire ready to take on Kareem Abdul-Jabbar or Earvin "Magic" Johnson Jr.; instead, number 23 is back as the Jumpman, a cultural signifier associated with Jordan Brand, the billion dollar company backed by Nike.

The occasion?: Several.

On a macro-level, a return to the city in southwestern Los Angeles County fits in with the 35th anniversary celebration of the Air Jordan 6, the silhouette MJ laced up on the way to his first NBA title. The brand's setup at 100 E Kelso Street lines up perfectly with the League's All-Star Weekend celebration, which takes place at the nearby, state-of-the-art Intuit Dome. The Jordan Brand House in Inglewood, then, could be seen as just one of handfuls of corporate-backed pop-ups aiming to sell product and provide photo-ops that'll end up on social media, thereby increasing market relevance that'll lead to economic gain.

There's no hiding the fact that footwear, apparel, and accessories are for sale at the 100 E Kelso St. location (including the Air Jordan 4 "Lakeshow" and Air Jordan 14 "Ferrari"), but these products could've been sold from anywhere in L.A. County. The decision to be present in Inglewood, then, was intentional.

The conversation for the Jordan Brand House in Inglewood began a year ago, following a successful All-Star Weekend in the Bay Area. Eager to get going with its plan and strategy for 2026, the folks behind Team Jumpman sat down to speak with long-time partner, the Inglewood Unified School District. One reoccurring notion in these exchanges pertained to how every brand tends to limit itself to Hollywood—in location and presentation—whenever it arrives for events like All-Star Weekend. This decision ignores the communities that've been creating and cultivating relevant culture for ages. This reflects shared belief in access, opportunity and investment in the next generation. Thus, the Inglewood Unified School District invited Jordan Brand to think about how to move with the city—not over it—during and well-beyond the three-day NBA event.

The eponymous label accepted the invitation, being purposeful and grandiose in its response.

Prior to touching down in Inglewood, Jordan Brand launched its biggest women's campaign yet, dubbed Generational Greatness. The global ad series stars Niecy Nash as a genie granting tomorrow's leaders their wishes, represented by the Air Jordan 6 "Salesman" retro. The spot sees the Council of Greatness, a collective of Los Angeles-based women, join the likes of Teyana Taylor, Gabby Williams, and Napheesa Collier in shaping what greatness looks like around the world.

The Jordan Brand House at 100 E Kelso St. similarly goes local. The setup is more than just a venue space—its contents and programming take the local community in mind in ways that not only champion the intersection of product, sport, and culture, but also remind Inglewooders of their own greatness.

During All-Star Weekend, Jordan Brand will open its doors in Inglewood to the public, sharing everything from a swap meet to a screening of When the Sky Turned Orange with the community. Youth hoops clinics and the “Battle of LA” basketball tournament also take place between today and Sunday, Feb. 15, but these community-oriented initiatives are just the start: in partnership with the Inglewood Unified School District, the House will remain a fixture of the city post-All-Star Weekend. The decision is rooted in an acknowledgement of and commitment to the core Jordan Brand consumer; story-telling; and celebration of a place that effectively helped Michael Jordan become Michael Jordan so many years ago.

Jordan Brand's presence throughout Los Angeles County has also been powered by partnerships with Foot Locker, JD Sports, Shoe Palace, Nike East LA, and a host of other entities. The House on East Kelso Street, however, is the pinnacle expression of the Jumpman's legacy.

To shop all things related to "His Airness," visit Nike.com/Jordan.