# Progressive Sports Initiatives Jordan Brand Announces a Major Partnership with Howard University By Niko Pajkovic | Published 2022-08-12 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/howard-university References: [hypebeast](https://hypebeast.com/2022/8/jordan-brand-hbcu-howard-university-20-year-partnership-announcement) & [nike](https://www.nike.com/jordan)  The Jordan Brand, a sportswear brand founded by Michael Jordan, has announced that it will be entering a 20-year-long partnership with HBCU's Howard University. According to the company, the new partnership will serve to highlight African-American communities and athletes within the school and provide them a platform to boost their careers. In addition to the ongoing partnership, Michael Jordan will be directly donating $100 million to the initiative. “Howard University and Jordan Brand share a legacy of excellence and deep commitment to the Black Community. As an HBCU graduate, I understand the educational impact an institution like Howard University has. We are proud to partner with Howard University and see the growth in Black talent on the field and well beyond it," said Jordan Brand President Craig Williams. Image Credit: Nike ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 25% | Activity: 23% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What's Driving This Trend - **HBCU Partnerships:** Other sportswear brands may follow Jordan Brand in partnering with HBCUs to highlight and develop talent within African-American communities. - **Athlete Empowerment:** This partnership presents an opportunity for businesses to empower athletes from underrepresented communities and provide them a platform to boost their careers. - **Philanthropic Partnerships:** More businesses may consider philanthropic partnerships like Michael Jordan's $100 million donation to Howard University as a way to support education and talent development within communities they serve. ### Who This Affects Most - **Sportswear:** Sportswear brands may consider partnering with educational institutions and investing in underrepresented communities to create new markets and increase brand loyalty. - **Higher Education:** Other educational institutions may explore similar partnerships to promote diversity, equity, and inclusion within their programs and support talent development in underrepresented communities. - **Philanthropy:** Philanthropic organizations may explore partnerships with businesses to promote community development and education in underrepresented communities, while also fostering corporate social responsibility. ## Related on Trend Hunter - [Community-Focused Sports Initatives](https://www.trendhunter.com/trends/howard-university-1.md) - [Branded Long-Term University Partnerships](https://www.trendhunter.com/trends/jackson-state-university.md) - [Collegiate Sneaker Campaigns](https://www.trendhunter.com/trends/sisterhood-in-style.md) - [Autism-Supporting Athletics Brands](https://www.trendhunter.com/trends/nba-nike-autism-awareness.md) - [Collaborative Community Clinic Models](https://www.trendhunter.com/trends/community-clinic-model.md) - [Large-Scale Basketball Events](https://www.trendhunter.com/trends/foot-locker-takeover.md) - [Fashion Sports Partnerships](https://www.trendhunter.com/trends/coach-x-wnba.md) - [Black-Owned Brand Partnerships](https://www.trendhunter.com/trends/actively-black-collaboration.md) - [HBCU Esports Tournaments](https://www.trendhunter.com/trends/brag-house.md)