In 2025 Joseph Ijoyemi worked with Jordan Brand for the worldwide launch of the Air Jordan 1 High ’85 ‘Bred’ at the Offspring store in King’s Cross. The shoe was first released in the 1980s and banned by the NBA.
Joseph used letters from the NBA archive to tell this story in a new way. He created a digital illustration and a music video using interview clips of Michael Jordan speaking about the banned shoe with a grime soundtrack. The work was commissioned by Jordan and Offspring and displayed in the King’s Cross store as part of the launch.