Key Takeaways
- Jordan Brand’s “The One” tournament expanded from 10 to 17+ cities globally in its second year
- 2024 winners Steve Bah and Tatiana Griffin both signed ambassador deals and achieved major success
- Griffin, 15, now ranks #7 nationally among all high school girls players and #1 in class of 2028
- Tournament offers teens worldwide platform beyond traditional AAU and high school basketball pathways
- Finals took place August 23 in New York City, featuring qualifiers from Shanghai to Mexico City
Jordan Brand has doubled down on grassroots talent development with the second iteration of The One, a global one-on-one basketball tournament that gives teenage players a direct path to professional endorsement deals and international exposure.
The tournament format strips basketball down to its most fundamental element: individual skill, mental toughness, and competitive drive. Teen players aged 15-18 compete in regional qualifiers across continents before advancing to championship finals, with winners earning Jordan Brand ambassador contracts.
Tournament Structure Creates Global Basketball Platform
The One expanded significantly in 2025, growing from 10 regional locations to more than 17 cities spanning from Shanghai to Mexico City. This international reach reflects Jordan Brand’s strategy to identify talent outside traditional American basketball pipelines.
“We’re looking for athletes who bring something distinct to the court,” Jordan Brand president Sarah Mensah told reporters. “Whether it’s grit, creativity, or a fearless approach to competition.”
The tournament’s one-on-one format differs markedly from team-based AAU and high school basketball, requiring players to showcase individual skills without relying on teammates or complex systems. Regional winners advance through brackets before competing in championship finals held in major global cities.
Previous Winners Demonstrate Tournament’s Impact
The inaugural 2024 tournament produced two notable success stories that validate the competition’s talent identification model. Parisian point guard Steve Bah won the boys’ title and subsequently joined Cameroon’s U19 national team while playing professionally for Aix Maurienne Savoie Basket in France.
Tatiana Griffin’s trajectory proves even more remarkable. The Chino Hills, California native won the girls’ championship at age 14 and has since become one of America’s most prominent young basketball prospects. Griffin now ranks #7 nationally among all high school girls players regardless of class, according to ESPN rankings, while holding the #1 spot in the class of 2028.
Griffin’s post-tournament success extends beyond basketball rankings. She earned gold medal honors with Team USA’s U16 roster at the FIBA AmeriCup Tournament and secured partnerships with major brands including Invisalign. NBA trainer Chris Brickley called her “the best ninth grader” he’s ever worked with.
“Since I’ve won The One, I feel like everybody knows me from everywhere,” Griffin said. “It gave me a new platform to step on because I didn’t feel like I was that known.”
Competition Reveals Regional Basketball Styles
The tournament’s global reach has exposed distinct regional approaches to basketball development and playing styles. Chicago-area qualifier Jayden Riley noted significant stylistic differences between regions during competition.
“Chicago, downhill with the handle. New York, they’re with the handle. New Jersey, same thing. But California, they’re more calm, relaxed, and smoother with a cool demeanor,” Riley observed.
International competitors bring additional variation. London’s Kervy Mabaya, an 18-year-old forward who reached 2025 finals after overcoming a 10-point deficit in regional competition, represents the tournament’s ability to identify talent across different basketball cultures and development systems.
The format particularly benefits players who may not have traditional pathway access. As Riley noted about Chicago basketball culture: “Everybody doesn’t play on the high school team, so some people might be outside at 15 and be better than the people who play on the team.”
Strategic Implications for Youth Basketball Development
The One represents Jordan Brand’s response to changing youth basketball dynamics, including NIL (name, image, and likeness) regulations and increasing professionalization of amateur athletics. The tournament provides an alternative discovery mechanism that doesn’t depend on existing AAU networks or high school visibility.
“One-on-one basketball strips the game down to its essence – skill, mindset, and heart,” Mensah explained. “It’s the ultimate test, and it’s deeply personal.”
The tournament also addresses geographic limitations in talent identification. Many participants travel internationally for their first time to compete, expanding their exposure beyond regional circuits. Several 2025 finalists, including Riley and Mabaya, had never visited New York City before the championship event.
For Jordan Brand, the initiative connects to Michael Jordan’s origin story while creating content and marketing opportunities. The tournament generates streaming content, social media engagement, and authentic athlete partnerships that differ from traditional endorsement models.
Looking Ahead for Global Basketball Talent Development
The One’s expansion suggests Jordan Brand views grassroots talent identification as a long-term strategic priority rather than a marketing campaign. The tournament’s success in producing legitimate prospects like Griffin and Bah validates the one-on-one format as a talent evaluation tool.
The competition also reflects broader trends in basketball’s globalization, with NBA MVP awards going to international players in seven consecutive seasons. By creating platforms for global talent discovery, Jordan Brand positions itself to identify future stars before they enter traditional American basketball systems.
As the tournament grows, its impact extends beyond individual success stories to influence how brands approach youth sports partnerships and talent development. The combination of immediate brand partnerships with genuine competition creates a model that could reshape how athletic companies engage with amateur sports.
The 2025 finals concluded with new champions earning their place in Jordan Brand’s athlete portfolio, continuing the cycle that transforms underground talent into globally recognized athletes.
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via: SI / House of Heat / And Scape
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