When Howard University student-athletes modeled in a recent Jordan Brand campaign, they felt it was more than a photoshoot. It was a moment that blended fashion, culture and school pride, showing how deeply the partnership has become part of Howard’s identity.
Sophomore forward Calvin Robins Jr. on the men’s basketball team, was one of a select few athletes chosen to take part in the Jordan Brand photoshoot during Howard’s Homecoming week. The shoot showcased the new Howard and Jordan collection, featuring limited-edition sneakers, apparel and team gear designed to highlight the intersection of Black culture, sport and style.
“Being handpicked by [the] Jordan Brand to be part of that shoot was an amazing experience,” said Robins, a business marketing major. “It was about more than just the clothes. It was about representing Howard basketball and the culture behind it.”
For Robins, the moment was personal. Growing up in Chicago, the home of Michael Jordan’s legacy with the Chicago Bulls, he was connected to the brand for years. He attended schools that partnered with Jordan and wore its gear throughout his childhood. That long history made wearing the Jumpman logo at Howard feel like a full-circle moment.
“It comes with a lot of pride wearing that Jordan logo,” Robins said. “We do not take it lightly.”
Jordan Brand, a subsidiary of Nike founded in 1997, has long stood as a symbol of excellence and influence in both sports and fashion. The Jumpman logo became a cultural icon, rooted in basketball history but extending far beyond the court into streetwear, hip-hop and global sneaker culture.
When the brand announced in 2022 that Howard would become its first and only current Division I historically Black college or university partner, it marked a significant moment in the company’s growing commitment to diversity and cultural representation in sports.
Senior and former Howard softball player Iyanna Fortenberry, also modeled in one of the brand’s recent campaigns. For her, the experience reflected not just a partnership but a relationship rooted in authenticity, collaboration and respect for HBCU culture.
“I love how Jordan Brand is showing up for the culture of Howard University,” said Fortenberry, a sports management major. “They’re doing it authentically, and that’s something you don’t often see from big brands. This partnership is going a long way.”
Fortenberry said what impressed her most was how Jordan representatives have made the effort to engage with students directly on campus.
Rather than dictating style from the top down, Fortenberry said the company is open to feedback from the people wearing its designs.
“They really listen to us,” Fortenberry said. “I’ve had them come up to me on The Yard and in Burr Gymnasium, asking what we think about the gear and what could be improved. Over the years, I’ve seen them take that feedback and put it into their products.”
She added that this year’s collection leaned into the vintage and baggy aesthetic that is popular among students, reflecting both nostalgia and modern fashion trends.
“It shows they’re paying attention to what people actually want,” Fortenberry said.
For many athletes, a feature in a Jordan Brand campaign marks a defining moment in their journey. At Howard, it also represents a chance to see their culture reflected in one of the world’s most recognizable brands.
Each campaign centers Black creativity and campus pride, giving student-athletes the space to represent themselves not only as players but as cultural ambassadors through photoshoots, apparel drops and community events.
The collaboration positions Howard alongside programs such as University of North Carolina at Chapel Hill, University of Michigan and University of California, Los Angeles, bringing that same spotlight to HBCUs.
“Being the only HBCU on that list means a lot to us,” Robins said. “It shows how far Howard has come and how much we belong in those conversations with top programs.”
Beyond the shoes and apparel, both athletes said the partnership has given Howard’s students a platform to express themselves.
The Jordan Brand connection has become a reflection of Howard’s larger identity, one that merges athletic excellence with cultural expression. It also builds on a growing trend of major brands recognizing the influence of Howard athletes.
During Homecoming week, held Oct. 19–26, the university’s football program announced a partnership with CEV Collection, a Black-owned eyewear brand founded by Jamal Robinson and former NFL linebacker Jaylon Smith.
Together, these partnerships show how the university is redefining athlete branding and visibility across HBCUs.
“Representing Howard and Jordan Brand together is special,” Robins said. “It’s a connection that celebrates who we are as athletes and as part of the culture.”
Copy edited by Daryl R. Thomas Jr.
