Your Guide to Jordan Brand’s 2323232323 Website

We’ve seen the Nike SNKRS app reign supreme for limited releases from Jordan Brand, but that looks to be changing. Back at the end of September, a new mysterious website, 232323232323.com, appeared with a lookbook revealing upcoming inline Air Jordan Retro releases as well as collabs with Social Status, JAIDE, and SoleFly. Shortly after, we saw a release of the Black Pack Air Jordan 16 and Air Jordan 14, with the site marking this as drop 01/03. Now, ahead of the next two drops from the 232323232323 website, let’s break down everything we know.

What is Jordan’s New Website?

Jordan Brand’s new 232323232323 website is a new home for limited Air Jordan releases. In addition to releasing sneakers and apparel, the site also features a lookbook section to preview upcoming drops. The site also indicates that this is “season 01//ho26,” so expect different releases and projects to be available on the site as we move through the quarterly seasons of spring, summer, fall, and holiday.

Also, you may be wondering why the site is named “2323232323.” Jordan Brand hasn’t officially explained the odd naming convention, but count the 23s. There are six of them, likely meant to represent the number of championships MJ won during his career.

How to Sign In to 2323232323

The website features a sign-in/sign-up section, but this is actually just a redirect to sign in or sign up for a Nike account. You can use the same Nike account you have on SNKRS or the standard Nike mobile app, and your payment and shipping info will already be on file.

Once you navigate to the lookbook section of the site, the top right corner should feature “menu.” From there, hit “sign-in or sign-up,” and you’ll be able to sign in to your Nike account.

What Pairs of Jordans Release Here?

Jordan Brand has only just begun to use this new website to release Jordan sneakers, but so far, it appears that select SP (special project) and collab sneakers will have releases on 232323232323. For season 01 of the website’s releases, we already saw the release of the Air Jordan 16 and Air Jordan 14 Black Pack and are expecting releases for the other two Black Pack pairs, the Air Jordan 15 and Air Jordan 17 Low.

Collab pairs previewed on the site include the Social Status x Air Jordan 1 Retro Low OG, the JAIDE x Air Jordan 1 Retro Low OG, and the SoleFly x Air Jordan 5 Retro. These three pairs should have a release on the website, and going forward, we can expect a handful of collab pairs from partners to have releases on this site.

How Do Releases Work?

Unlike Nike SNKRS or even the Nike App, the 2323232323 website releases pairs first-come, first-served. No sitting in a queue or entering a draw and waiting 10 minutes; you’ll have to act fast and get the pair in your cart, fill out your info, and check out before the sneaker goes out of stock. Luckily, you need to sign in to your Nike account in order to make purchases, so your information should be autofilled as long as it’s up-to-date on your Nike account.

When Do Jordans Release on 2323232323?

Considering there has only been one release on the 2323232323 website, we don’t have a pattern down or know exactly when and what time releases take place. The first drop took place on October 3, 2026 at 11:00 AM ET, but neither Nike nor Jordan Brand gave any warning that the release was happening. Luckily, we were on top of it and alerted users on the Sole Retriever mobile app just ahead of the release. You can download the app if you want real-time alerts on all the latest releases, news, and more in the sneaker world.

Nicholas Vlahos

Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy watching films and discovering music. Follow me on Letterboxd @nickvlah For tips, reviews, or any shoes in a size 13, email nick@soleretriever.com