Jalen Williams has made his name known on the hardwood—helping lead the Oklahoma City Thunder to the top seed in the Western Conference and earning his first NBA All-Star nod in just his third year. But it’s his off-court presence that’s turning just as many heads, and now, it’s getting the streetwear stamp to match.
On Wednesday, ECKŌ UNLTD., one of the most influential brands in early 2000s fashion, announced JDub as its newest brand ambassador and collaborator for an upcoming Holiday ‘25 capsule. The brand, known for its iconic rhino logo and deep roots in hip-hop, graffiti, and street culture, is tapping into Jalen’s generational energy as it reintroduces itself to a new era of style.
“Seeing Method Man or Ghostface Killah in those old ECKŌ ads? That always stuck with me,” said Williams. “I didn’t realize how much I was wearing it growing up—but now, I get to create something new with the brand I looked up to.”
The collection will blend throwback ECKŌ vibes with modern athletic silhouettes—mixing nostalgia with JDub’s personal flavor, which has become a staple in Thunder tunnel walks and league-wide fashion circles.
“Jalen represents what ECKŌ has always stood for—authenticity, boldness, and being unapologetically yourself,” said Andie Lipton, SVP of Marketing at Iconix, the parent company of ECKŌ. “He’s not just a hooper; he’s a cultural connector.”
Marc Eckō himself even chimed in, praising Williams for something you can’t fake. “He’s one of the rare ones. Effortlessly authentic, no façade. He doesn’t need to try hard to stand out—he just shows up as himself, and that’s the truest kind of style.”
Set to drop during the Holiday 2025 season, the ECKŌ UNLTD. x JDub capsule marks a new chapter for the legacy brand—and a full-circle moment for one of the league’s brightest stars.
Stay locked in for release details at Ecko.com.
