Meet the London Crew Bringing Jordan Brand's 'The Fast Lane' Energy to the Streets

While the connection between London and can be attributed to many different characteristics, the one that stands out is that they are both constantly in motion. London is known for its ever-changing mood and culture, while Jordan Brand is driven by an unwavering commitment to push limits and set trends. At the heart of this relationship is the electrical charge of the individuals and communities – from athletes to designers and innovators, the Big Smoke and Jordan both platform the individuals who come together through storytelling.

One community driving the energy in London is Collective Bikes, an initiative that fuses bike culture with a passion for expression and a love for the city. Founded by lifelong mates Jay Stratton and Barney Paul, the outfit boasts an Instagram following of nearly 240k enthusiasts who each bring their own personality, influence and message to the group. Typically brought together by the ability to get outside and change the perception of the unruly sport, the collective is comprised of creatives, everyday people and up-and-coming talents. To celebrate the most recent launch of the , and the launch of their new 'The Fast Lane' campaign, Jordan Brand linked up with Collective Bikes to discuss just how they embody the same intense and dynamic Jordan spirit.

London-Born Ride Culture

Bike crews have been pulling off death-defying stunts and ride outs through the busy streets of London town for years now, with the authorities and general public calling them reckless and wild. However, for the riders (often young boys), these crews offer them refuge and community.

Founded in 2015, Collective Bikes has spent the last decade shaping the landscape of urban cycling and creating a positive community for riders. Known for their ride-outs, bike meets and hangouts, which can pull in up to 500 attendees, the outfit has grown into a global phenomenon that celebrates every part of riding culture.

Many of the Collective Bikes crew joined through a general interest in riding and have since built their own fan bases through their unique content. Group member and subculture aficionado SD Corey explains, ‘Growing up, there were a couple of bikers, Harry and J, who lived close by,’ he recalls. ‘I used to see them doing wheelies and tricks and I started doing the same sort of thing after school. [Now with Collective Bikes], there’s an element of freedom where I can try new things. I’m also able to make videos, experiment with angles, and express my creativity from there.’ It was a similar experience for combo-rider Shayla, as her first impression of BMXing was when she saw others performing at the skatepark. ‘I remember thinking that it looked really sick,’ she explains.

However, Collective Bikes is about more than just the tricks – it's the full package of street fashion, culture, individual expression and community.

Drip Meets Drive

The bridge between wheeling and streetwear is hard to ignore. ‘They go together because it depends on what your style is, everyone's tastes are different,’ says model-biker Shaden. For Corey, it's about forming a visual representation of who you are. Whether it’s loose jeans or tracksuits, streetwear helps tell the story of the rider, adding an extra layer to their personal story. ‘You can express yourself on the bike, but if you are dressing however you want while riding then that’s also another great form of expression. I usually tend to wear quite baggy clothes and love wearing gloves because I think they look quite cool.’

This individuality also extends to the bikes, with customisation common among group members. Shaden says, ‘I have a lot of bikes. But I do have one which I’ve fully customised. When you look at it in person, it’s green, and then when you take a picture of it, it’s blue!’

Jordan Brand tapped into this creativity and customisation with the Air Jordan 4 RM – a model that has literally been remixed to take it from the court to the streets. Engineered with inspiration from bike life, the ‘Resto Mod’ combines the Jay’s OG design with a lower profile and robust TPU support cage that reinforces the midfoot and rear. ‘I think it's cool because it's a silhouette that really shows what you’re about. People buy these shoes because they are part of that lifestyle,’ says Corey. This sentiment is echoed by Shayla, who finds comfort and construction of the design. ‘I love that they are padded around the ankle so you are fine if you fall.’

First worn by BMX legend Nigel Sylvester in 2024, the AJ4 RM fits right into a lifestyle that values originality, character and alliance, particularly in places like London. ‘Community is really important because in London, there are a lot of things that happen that aren’t necessarily good,’ says Corey. ‘Bikes definitely steer younger people away from the wrong direction.’

Rolling Deep

For Shaden, one of the best parts about being a biker in the UK is the network that comes with it. ‘When I go to ride outs, there are so many younger bikers who will say “this is my dream, I want to do this and that.” But for me, it's the same because I grew up with those exact same feelings.’ The opportunity to mentor the next generation, to pass on the love of biking and the lessons learned along the way is a massive part of the journey. It’s this shared enthusiasm and experience that makes bike culture in London so important and why organisations like Collective Bikes are able to bring people together.

And it's not exclusive to just London either, as last year, Jordan launched District 23 in Paris where Collective Bikes played a key role in the week-long takeover that transformed the 18th Arrondissement into a hub for sport and culture. From immersive ‘summer school’ sessions for young creatives to reimagined courts and art installations, the curated experience saw Collective Bikes pull up at Foot Locker Barbès to host a Q&A session. ‘What [this did] so well is bring people from different cultures, styles and even countries together who all share the exact same similarities,’ says Corey. ‘It’s really important because when they’re organising these initiatives, it gives people a chance to get out there, meet others and express themselves.’

As Collective Bikes continues to expand beyond London, it bridges cultural divides, bringing together different styles, influences, and riders from across Europe and even the United States. It’s a reminder that biking and streetwear are not just about self-expression – they’re about connection, collaboration and celebrating shared experiences.

Like the Nigel Sylvester link-up with Jordan, Shaden sees the potential for bike culture to become even more front and centre. ‘I think there is definitely going to be a lot more things like competitions and opportunities for younger people,’ he says. ‘Things just keep getting better.’

The future of bike culture is undeniably bright, and it’s clear that the influence of brands like Jordan will continue to play a pivotal role. Jordan and London’s bike culture are riding the same wave – they both celebrate the power of movement, the strength of community and the limitless potential of those who dare to break the limits of what’s possible. The ride is just getting started.