Introducing G.E.M. as Jordan's newest partner in a Chinese New Year campaign about greatness that is never satisfied

Jordan

Generational Greatness

[Campaign][Design][Experiential] [2026]

G.E.M. in the red Jordan Chinese New Year key visual

Jordan built its global platform on the belief that there is greatness in everyone, with Our Turn as the call to unleash it. For 2026, the brand pushed that belief further: greatness is never satisfied with what it already has.

G.E.M. in a fur-trimmed jacket and leather gloves

Model mid-stride in a brown jacket and Jordan sneakers

Landing this idea during Chinese New Year, a moment built around resetting and chasing the year ahead, meant finding someone who actually lives that belief, not just says it. That is where G.E.M. came in.

G.E.M. leaping in a fur coat in the red key visual

Her own name is already an ambition: Get Everyone Moving. Most artists build a following and settle into it. G.E.M. never has. She debuted in Hong Kong at sixteen, broke into the Mandarin market by twenty-one, then kept pushing forward through English singles, North America tours, and cross-language releases. Each move was a way to reach further than the last.

Group of models in Jordan Chinese New Year looks

Two models lounging on a leather sofa in Jordan sneakers

But her ambition has never been only about language or market expansion. She livestreams unfiltered on Douyin so anyone can feel her music in real time. In 2025, she built rural music classrooms so children in the mountains could touch rhythm for the first time. She has also stretched her music beyond the song itself, into film themes, esports anthems for Honor of Kings and League of Legends Worlds, live sports performances, and even a 200,000-word sci-fi novel spun out of her own album.

Pair of brown and red Jordan sneakers from above

Two Air Jordan 1 Lows on a leather cushion

What she is never satisfied with is simple: reaching only one kind of audience, on only one kind of stage. That made her the perfect person to introduce Jordan’s boldest statement yet in China. This campaign also marked the first public announcement of her partnership with the brand.

G.E.M. billboard on a building corner above a busy crossing

Large G.E.M. screen above a shopping street entrance

Curved outdoor screens showing the campaign above a crowded plaza

To carry the idea into the real world, we also designed a Chinese New Year-themed retail space, so the campaign was not just something you watched, but somewhere you could experience.

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