We review possible avenues toward an extraction of the QCD strong coupling $α_s$ using jet sub-structure techniques. A range of jet substructure observables have been measured recently at the LHC with unprecedented precision. In addition, theoretical advances make it possible to directly compare LHC data and first principles calculations in QCD. LHC jet substructure observables may provide an independent handle on extracting $α_s$ and they are particularly well suited to complement current extractions from electron-positron annihilation data. However, further theoretical and experimental efforts are needed in order to obtain a competitive extraction.