AN OG FROM DAY ONE: D DOUBLE E FOR AIR JORDAN 5 "FIRE RED"

Shot in Forest Gate, East London - the place where D Double E first made his name and helped shape the sound of grime, this campaign connects the roots of UK street culture with one of Jordan Brand’s most iconic sneakers, the Air Jordan 5 in "Fire Red", grounding a global story in real people, real places, and real history.

A true icon of British music culture and heritage, D Double E rose to prominence back in the early ‘00s during the formation of grime before it even had a name, quickly becoming renowned for his unstoppable skills on the mic. Often heralded as one of the greatest MCs to come from the genre, D Double, both as a solo artist and as part of Newham Generals, was instrumental in cultivating the darker sound of grime music, but his origins are wide and far reaching. Originally cutting his teeth in the jungle and drum & bass scene in ‘90s East London, the MC’s lineage has seen him maneuver through the lineage of British music.

As a part of the grime scene at a pivotal moment of transition, D Double’s discography is brimming with classic tracks that showcase his inventive flow and playful lyricism. Typifying grime’s braggadocious style, tracks like “Street Fighter Riddim”, “Bluku, Bluku” with Dizzee Rascal and “Bad 2 the Bone (Woo Riddim)” exemplified the genre’s experimental attitude, fusing elements of different genres to create something wholly new and transgressive. Rooted in community, radio and just having fun, D Double’s passion continues to drive him forward as he further develops as an artist, moving as inspiration takes him, rather than clinging to the past. A true OG, D Double refuses to be boxed in or pigeonholed, evolving at his own pace and further cementing his status as a legend of British music.

The Air Jordan 5 “Fire Red” will launch online via END. Launches on 13th September 2025.