Launch Of Free The Youth X Jordan Collection Slated For August 1

Free The Youth will officially launch its Jordan collection on Saturday, describing the event as the first Jordan product launch of its kind in West Africa.

The group who appeared on Culture Daily morning show on 3Music TV and Pluzz 89.9 FM, said the launch follows years of collaboration with the global sportswear brand and represents another milestone for the Ghanaian creative collective.

The event will take place at the group’s new flagship store on Boundary Road in East Legon.

The group said the partnership with Jordan was built over time through consistent work rather than a single opportunity. They explained that the relationship began after the team embarked on a tour across several European cities in 2022, where they expanded their network and secured industry connections.

Those engagements eventually led to campaign work for Jordan, helping to establish a lasting relationship with the brand. “It was just us working hard and keeping on believing in the dream,” they said.

According to them, collaborating with an international brand has also provided valuable experience beyond commercial success. He said the team had learned how established global fashion companies operate, knowledge that could help strengthen Ghana’s developing fashion industry.

“It’s always good to work with a big company like that because you learn a lot from them,” Kelly, a co-founder said, adding that many of the systems they have adopted were learned through those international collaborations.

He encouraged members of the public to attend Saturday’s launch, even if they do not intend to purchase the limited-edition footwear.

The group said the event is intended as a celebration of the journey Free The Youth has taken and of the wider creative community that has supported the brand over the years.

They noted that the launch would take place simultaneously with Jordan events in other parts of the world, making timing especially important because of the coordinated global rollout.

The Jordan launch comes shortly after Free The Youth opened its new flagship store, a larger space created to accommodate the brand’s expansion and provide a hub for creatives.

Kelly also described the new location as more than a retail outlet, saying it is designed to serve as a cultural space where young creatives can meet, collaborate and develop new ideas.

He added that after completing the Jordan project, the collective plans to resume its tour of African countries as it continues expanding its presence across the continent.