The Gen Alpha Jordan Brand consumer, aged 8-14, introduced to the brand as a symbol of both athletic excellence and streetwear culture and come from households where basketball, sneaker culture, or hip-hop culture is reigning.

Typically the ‘cool kid’ in their grade level, the Jordan customer is an athlete and most likely was influenced by their parent who grew up Jordan‘s legacy, and who value the brand’s mix of athletic performance and fashion. Highly connected to social media platforms like TikTok, Instagram, and YouTube, they follow sneaker culture, athletes, and streetwear trends. Drawn to exclusive, bold designs and collaborations, they like to stand out through their fashion choices. Air Jordans are more than just sneakers—they're iconic pieces that reflect status and individuality.

The Jordan Brand consumer favors oversized hoodies, graphic tees, joggers, and comfortable, stylish athleisure that blends performance and casual fashion. They want vibrant colorways and unique designs that allow them to express their personality and limited-edition sneaker drops and collaborations, giving them a sense of uniqueness and belonging to a larger cultural movement. Influenced by sports, hip-hop, and street culture, they see Jordan as a key brand that ties into their identity and the trends they follow.