ECKŌ UNLTD, the iconic streetwear brand known for shaping ’90s and early 2000s fashion, is teaming up with NBA All-Star Jalen (J-Dub) Williams as its newest brand ambassador and capsule collaborator.

Currently one of the standout players leading the charge for the Oklahoma City Thunder, Jalen has helped secure the team the #1 seed in the ultra-competitive Western Conference, locking in a spot in the playoffs. In just his third season, the Thunder guard /forward was named to the 2025 NBA All-Star Team. At only 23, Jalen is widely recognized as one of the league’s most dynamic and versatile players.

Beyond the court, Jalen’s influence is just as powerful. Known as one of the best-dressed players in the league, his off-court presence has made him a tunnel walk staple—with fans and fashion editors alike tuning in to see what he’ll wear next.

Jalen reflected on his personal history with the brand, saying, “Seeing Method Man or Ghostface Killah in those old Eckō Unltd. ads was really cool. I don’t even remember when I first saw them, but that influence always stuck with me. It’s not until now that I realize I used to be dressed in it a lot as a kid. Seeing those people, I grew up listening to in those clothes made me want to wear it—and now, here we are.”

The ECKŌ UNLTD. brand, owned by Iconix International Inc., was founded in 1993 by Marc Eckō and became a nucleus of street culture by spotlighting art, graffiti, hip-hop, sports, and the surrounding community. The brand quickly morphed into a full-scale apparel and lifestyle company that became a cultural phenomenon. Represented by its iconic rhino logo—a symbol of perseverance and survival—ECKŌ UNLTD known as the original streetwear brand became a touchstone for a generation without boundaries.

“Jalen represents everything ECKŌ UNLTD. stands for—boldness, creativity, and staying true to who you are,” said Andie Lipton, SVP of Marketing at Iconix. “His impact on and off the court makes him a natural fit for the brand as we continue to reintroduce ECKŌ to a new generation. This collaboration is more than just a capsule—it’s a celebration of street culture, legacy, and the future.”

Marc Eckō, who periodically collaborates with the brand, including on this partnership, shared his sentiment about the athlete and this collaboration: “I deeply admire Jalen. Effortlessly authentic and genuinely enthusiastic in a way that’s refreshing—and especially rare these days—among those who’ve achieved notoriety at such a young age. When you’re in the spotlight, the instinct is to put on a protective veneer, but Jalen confidently wears his true self as armor. That’s the ultimate form of style.”