Jordan Brand Dominated the All-Star Weekend Event Scene

Even after a surprisingly fun mini-tournament that saw the USA Stars take home the All-Star game trophy over the international squad and the USA Stripes team, it was clear who the real winner of All-Star Weekend was: Jordan Brand.

From the Jordan Brand House dropping history and exclusives to Niecy Nash granting NIL wishes, dozens of roses for Teyana Taylor, a vintage swap meet, and a panel with Hiroshi Fujiwara, Chris Gibbs, and Dashawn Jordan, Jordan covered every corner of All-Star with release lines, parties, and events. The activations reminded sneakerheads and the rest of the industry that The Jumpman is still taking off from the free-throw line.

Jordan Brand House

Starting the week in Inglewood at the Jordan Brand House, the 23 team brought the hype from Super Bowl Weekend to SoCal with a massive build-out including a court, custom car, Niecy Nash’s 1-of-1 Jordan 6 Genie PE, and a Union x Jordan installation. Oh yeah, the Brand House also dropped a heavy set of releases all weekend long.

Union Institute Panel

From the day the Brand House opened, the events didn’t stop. Leaning into the fragment design x Union Los Angeles x Jordan 1 collab, plus skater Dashawn Jordan’s upcoming SB Dunk colorway, Jordan brought together fragment’s Hiroshi Fujiwara, Union’s Chris Gibbs, and Jordan for a panel discussion and youth design workshop. After the panel, we caught up with Gibbs and got the lowdown on the design details behind the new triple collab collection, read up on those exclusive details here.

Tatianna Griffin NIL Deal Announcement

Of course, All-Star Weekend is all about hoops, and to bring the focus back to the court, Jordan brought out Lakers star Luka Doncic and newly minted Jordan Genie Niecy Nash to grant the ultimate wish for women’s basketball star Tatianna Griffin, who was announced as Jordan Brand’s latest NIL signee with Nash and Doncic by her side.

Jordan Swap Meet

Keeping things as LA as possible, Jordan showed out for the vintage lovers with a Jordan Swap Meet. Bringing out some of the most respected vintage sellers from the sportswear space, Jordan turned the Brand House into a carefully curated flea market featuring everything from ‘85 Jordan 1s to an OG Flight Suit.

Roses for Teyana Taylor

The Oscars are coming up, and Jordan-sponsored artist Teyana Taylor is looking to add to her trophy case for her role in One Battle After Another. Jordan is ready to give Taylor her flowers before the awards show, though, and turned the Brand House into a garden overflowing with roses to celebrate Teyana’s new Air Jordan 3 Concrete Rose collab. Jordan Brand and Teyana set up a bouquet station, allowing those in attendance to get a dozen roses themselves. Alongside hosting Taylor, Jordan brought in two local organizations, College Track Crenshaw and Cleanup South Central, for the festivities.

Jordan Brand House Party

Of course, it wouldn’t be a Brand House without a house party, and Jordan turned things up on Friday night. The event was packed with stars and celebrities from Malik Nabers to Nigel Sylvester, Duke Dennis, and a surprise DJ set from the legendary Erykah Badu.

Battle for LA

Saturday evening, after Teyana Taylor’s event turned the Jordan Brand house into a rose garden, the “Battle of LA,” a 3-on-3 tournament that featured local clothing brands, restaurants, and retailers, was on. Teams included Undefeated, Sally’s, AMP, Kingsgrowe, Trophies, and Kill The Hype. Sneaker retailer Sally’s ended up taking home the gold, which included $23K, merch, and most importantly, bragging rights over the rest of the competition.

Jordan’s presence was also felt throughout the city in endless sneaker release lines all week long. From the Brand House and the Foot Locker Experience at LA Live to the Levi’s Store, an activation at Shoe Palace in Little Tokyo, and plenty more, Jordan was everywhere last week. As we look forward to a busy year of highly anticipated drops on the horizon, it’s clear that Jordan is going big for 2026.

Check out the photos below for a full look at Jordan's All-Star Weekend events and activations.

Zach Harris

Zach Harris is a writer based in Philadelphia. His work has appeared in Rolling Stone, Vice, Complex, High Times, and more. He is obsessed with skateboarding and bowling. He is still looking for his first 300. For tips, reviews, and anything in size 10.5 - zach.h@soleretriever.com