The campaign introduces the fourth signature silhouette for Jayson Tatum, built for dominance and evolution rather than return. With the lightest shoe in the Jordan Brand basketball line, the Tatum 4 features a conforming fit, advanced cushioning system, and responsive stability tuned to his playing style. The launch spotlights a St. Louis–inspired colorway that pays homage to Tatum’s hometown, merging sport, culture, and personal expression. The campaign positions the Tatum 4 not just as gear, but as a symbol of resilience and forward motion.