Jordan Brand Spotlights the Story of Howard "H" White in New Short Film

Ahead of the Air Jordan 2 “Wings” release on June 10, Jordan Brand has debuted a new visual tribute to brand SVP Howard “H” White’s impact on the game of basketball (he helped Nike sign Michael Jordan all the way back in 1984) and his community (he was one of the founders of the brand’s “Wings” program).

Over the course of the short film, White narrates his long-standing relationship with basketball and reflects on the 38 scholars that the Wings program has invited for its Class of 2027. “H,” as White is often known, also recounts the ways that basketball empowers young people to rise above any barriers they may face. There’s some sneaker-specific catnip in the film as well, with nods to the shoe’s inspiration — namely its color scheme, inspired by White’s high school team in Hampton, Virginia, and its gold foil heel logo, which nods to White’s “H” jersey he wore during his time playing college hoops for the University of Maryland.

To lock in the campaign’s unique visual ethos, Jordan Brand collaborated with photographer Joshua Woods and stylist Becky Akinyode. “H” is captured in two distinct scenes: lounging in an armchair, which speaks to his 45 years bringing his ideas to life at Nike, and surrounded by floating floral arrangements, which may symbolize the flowers given to each ongoing cohort of Wings Scholars.

White also spoke with Hypebeast about his sneakers and career legacy. Check out the conversation below.

Hypebeast: Are there any key details or messaging within your sneaker’s design details?

Howard White: It’s pretty cool to see my life story written in design, like the colors of my high school in the white, green and black. on the shoes. What’s also special, though, is the hand sketched wings of a dove ready to take flight, and of course that gold “H” that represents setting a gold standard – a foundation we should all carry within ourselves.

After spending over 35 years with Jordan Brand, do you feel like the legacy you’ve been trying to create has shifted?

My legacy really hasn’t changed much over the years, mostly because it all starts with something my Mom told me a long time ago. She used to say to me, “even a dog can wag its tail when it passes you on the street.” It’s a reminder to make everyone feel seen, to spread kindness and respect. So, I try to lead with that spirit. Even though it sounds easy to do, you never know the lasting impact you’ll leave on someone just from a single moment.

How do the Wings Scholars embody the Jordan Brand’s approach to empowerment?

It’s been incredible watching the Wings program continue to grow around the world and nourish the imagination of so many young people. Just this past December we welcomed in our first-ever Jordan Brand Wings Scholars in Manila, and this year’s class in North America is our largest ever — with 38 students that we just shared the news with just last month.

What do you think of the current fanaticism for the Jordan Brand’s sneaker releases?

Jordan Brand has always been bigger than a shoe, a product, or even the game. All of those things are of course core to our culture and DNA, but we see them as a the starting point to where dreams can truly begin.

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The Air Jordan 2 “Wings” will release via Nike SNKRS on June 10, and is priced at $210 USD.