Air Jordan 4 "London": out 17 September at 09:00, and it is a home release

Air Jordan 4 "London": out 17 September at 09:00, and it is a home release

Jordan Brand adds London to its city series, and for once the UK is not waiting on scraps. The Air Jordan 4 Retro "London" goes on sale on 17 September 2026 at 09:00, with distribution limited to the UK and the European Union.

• Out 17 September 2026, sales open at 09:00

• Available in the UK and the European Union only, with no US or Asian release

• Style code IV6048-001, priced at £190

• Colourway Black / Red Bark / Dark Smoke Grey / Smoke Grey / Hemp

• Shaggy suede instead of smooth nubuck, and LDN replacing AIR on the heel

The time that matters

Sales open at 09:00. That is earlier than most Jordan drops, which in Europe tend to land around ten or eleven.

It has a practical consequence: 17 September falls on a Thursday, and nine in the morning is when most people are only starting their day. Set a reminder.

Why London

The model joins Jordan Brand's city series, alongside Paris, Shanghai and New York. This is the first time the 4 has been used for it.

The choice is not accidental. Jordan Brand recently partnered with the London Lions as part of a wider move into European basketball, and the London sneaker market is among the largest anywhere.

For a UK buyer that makes this the rare case of a city release actually landing in the city it references.

How it looks

This is the most interesting part of the release, because the materials depart from what Jordan Brand has been doing with the 4 in recent years.

The upper is thick, shaggy suede in a dark grey, rather than the traditional smooth nubuck. Across the vamp and side panels the suede shifts to a lighter shade, as do the mesh and the winged eyelets.

The whole thing carries a worn-in finish, with an aged midsole. Add Red Bark accents, meaning a brick tone, and a gum-style outsole.

The AIR text on the heel has been replaced with LDN, with a translucent overlay above the graphic. It is the same device the brand used in 2020 on the Air Jordan 3 "Red Cement" for Chicago.

Nike LDN labels also appear on the rear tab and the hangtag.

The detail that changed

Worth knowing, because two versions are circulating.

Early images showed "No Excuses" hidden on the inner tongue. On the production pair that has been replaced with "Say Less", and the original scuff marks have been removed.

So if you see photos carrying "No Excuses", you are looking at a sample rather than the shoe that goes on sale.

Price and sizing

UK retail is £190. In the eurozone the shoe costs €229.99, and in dollars sources give $230. Worth noting that the UK comes out cheapest once converted, which for once puts British buyers ahead on price as well as on theme.

Sizing is described inconsistently. Most outlets say unisex, one says men's. Until release, treat it as unsettled.

The regional limit works in your favour

Worth understanding, because it is usually written up as a problem.

The shoe launches only in the UK and the European Union. It will not reach the United States or Asia, which for a Jordan release is the reverse of the usual arrangement.

For a UK buyer that is good news twice over. The entire production run is split across two markets rather than the whole world, meaning more pairs per interested buyer than on a global drop. And the theme is local, so allocation to UK retailers should be comparatively strong.

Earlier entries in the city series, such as the Air Jordan 1 Low "Paris" and Air Jordan 5 "Shanghai", moved fast and held a resale premium. Here the pressure should be lower thanks to the narrower geography.

Where to buy in the UK

Beyond the Nike SNKRS app, the retailers in the Soleback programme are worth watching, because on regional releases stock reaches shops at different moments:

• BSTN, up to 5 percent back

• Solebox, up to 4.5 percent back

• END., up to 3.5 percent back

• Sneakersnstuff, up to 3 percent back

• size?, up to 2.5 percent back

• Offspring, up to 1.5 percent back

At £190 the full 5 percent rate returns £9.50. The click through Soleback needs to be the last one before the shop, and cashback clears once the returns window closes.

It is also worth checking our promotions section, where we collect current reductions.

How to improve your odds

Set a reminder for 09:00. It is earlier than most drops, so it is easy to sleep through.

Prepare your account the day before. Delivery and payment details saved in advance are the difference between buying and not buying.

Watch several retailers at once. On regional releases allocation does not reach every chain at the same moment.

Do not rely on SNKRS alone. The app can behave unpredictably on regionally flagged drops, whereas third-party retailers run on ordinary order-of-arrival rules.

FAQ

When does the Air Jordan 4 "London" release?

17 September 2026, with sales opening at 09:00.

How much does it cost?

£190 in the UK, €229.99 in the eurozone and $230 in dollars.

What is the style code?

IV6048-001, in Black / Red Bark / Dark Smoke Grey / Smoke Grey / Hemp.

Is it a UK-exclusive?

Not strictly. Distribution covers the UK and the European Union, but not the US or Asia.

What does the tongue say?

"Say Less" on the production pair. Earlier samples carried "No Excuses", and those are the images circulating online.

How does it differ from a standard 4?

Shaggy suede rather than smooth nubuck, a worn-in finish, and LDN in place of AIR on the heel.

In summary

One of the more interesting 4s of the year on materials, and one of the few city-series releases that actually lands in its own city.

The two things to remember are 09:00 on Thursday 17 September and the fact that the UK and EU limit works for you rather than against you, because it narrows the competition instead of widening it.