TSBA Group adds another zone to TfL’s apparel line

The Jordan Brand is launching an apparel collection in partnership with Transport for London (TfL), inspired by those who move London. The deal was brokered by TSBA Group, TfL’s global licensing agent.

The collection is a first the Jordan Brand, part of the Nike Inc. portfolio, who teamed up with TfL to celebrate London’s fast-paced lifestyle and purposeful community spirit. The collection name, Zone 23, salutes Londoners who are on their journey to greatness. From zone 1 through to zone 6, TfL has been an integral part of those journeys for nearly 160 years. Zone 23 portrays a new dimension to those journeys, an inspiration to move with a purpose. The title also pays homage to the iconic number the legendary Michael Jordan wore throughout his illustrious career.

The collection, available now online at nike.com and in stores, sports bold colours. The revered Jumpman is combined with the iconic TfL roundel across staple streetwear pieces such as tees, hoodies and long-sleeve t-shirts.

Afrobeats superstar, Rema, and North London’s very own Knucks debuted the new Jordan x TfL apparel collection during last month’s Future Forward weekend event in London’s Brixton, put together by Nike and Jordan celebrating Black athletes and culture during Black History Month in the UK.

Ellen Sankey, TfL’s Brand Licensing Manager says: “London is one of the most diverse cities in the world so we are really excited to announce this collection with Jordan Brand. The partnership shows how intrinsic TfL is to life in the capital – not just in keeping London moving but also its cultural impact – and reiterates how recognisable the roundel is.”

Jo Edwards, Head of Global Licensing, says; “Once more, the iconic design heritage and positioning of TfL as the London brand comes to the fore in this fabulous collection launch with Jordan Brand. To be associated with this first apparel range, and to do this in celebration of Black athletes is a great privilege.”