Jalen Williams, the Oklahoma City Thunder’s breakout star and newly minted 2025 NBA All-Star, has teamed up with Ecko Unltd. as a brand ambassador and capsule collaborator. The partnership marks a smart evolution for Ecko—reviving its streetwear DNA with the help of a player who’s quietly become one of the most stylish, positionless forces in the league.

Williams—“J-Dub” if you’re paying attention—has helped lead OKC to the #1 seed in the Western Conference this season, averaging over 21 points per game and playing with the kind of length, vision, and versatility that makes coaches drool and stylists take notes. At just 23, he’s not only locked in on the court, he’s also building out a brand persona that feels custom-tailored for Gen Z fans: calm, cool, ultra-efficient.

Ecko Unltd., meanwhile, is in legacy-revival mode. Now celebrating its 30th anniversary, the brand is leaning back into its ‘90s and early-2000s skate-hip-hop ethos, with limited-edition pieces and nostalgia-fueled designs that feel surprisingly current in an era of throwback obsession. With Jalen’s capsule collection in the mix, it’s not just about archival flair—it’s about generational handoff.

And Williams has range—already linking with Adidas, JD Sports, and VKTRY, and now stepping into full-on collaborator territory. This isn’t just athlete-as-endorser; it’s athlete-as-creative partner.

So yes, the kid from Santa Clara is designing capsule collections. And if Ecko’s making a comeback, this is how you do it: pair the legacy with a future face of the league, give him design credit, and let the fit pics—and playoff highlights—do the rest.