Ecko Unltd taps NBA Star Jalen ‘J-Dub’ Williams as the face of FW25

Streetwear brand Ecko Unltd has tapped basketball star Jalen “J-Dub” Williams for its Fall/Winter 2025 campaign. 

The campaign positions Williams—fresh off his 2025 All-Star debut and NBA Finals appearance—as the face of Ecko through the lens of a new era. His style, versatility, and authenticity mirror the same raw spirit that made the brand a cultural force more than three decades ago.

Known as one of the NBA’s best-dressed players, the Oklahoma City Thunder forward brings his individuality and confidence both on and off the court. His style—rooted in authenticity rather than trends—reflects the timeless appeal that Ecko continues to champion.

The FW25 campaign revisits the brand’s early advertising roots through a modern lens, blending nostalgia with a renewed sense of purpose. The visuals are accompanied by a short docu-style film, shot in New York City, where Ecko was founded.

The partnership will continue in early Spring 2026 with the release of a capsule collection co-designed by Williams. 

Founded in 1993, Ecko rose to prominence in the late ’90s and early 2000s, when streetwear began to merge with mainstream fashion. The brand was recognized for blending graffiti, hip-hop, and sports into one aesthetic.