Jalen Williams is merging past and present as the face of ECKŌ UNLTD’s Fall/Winter 2025 campaign, channeling the same street-bred authenticity that made the brand a force in fashion and hip-hop culture, per Yahoo. The Oklahoma City Thunder star, fresh off an All-Star debut and NBA Finals run, embodies a generation defined by confidence and individuality. The campaign positions Williams or “J-Dub” as a modern-day reflection of ECKŌ’s rebellious origins. Founded in 1993, the brand became an icon of late ’90s and early 2000s style, known for fusing graffiti, hip-hop, and sports into one visual language. Its oversized silhouettes, bold rhino logo, and unapologetic energy became a symbol of streetwear’s rise into mainstream culture.

“ECKŌ has always been about confidence and creativity,”

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