At Orange Blossom Classic, FAMU LeBron James jerseys showcase growing exposure of HBCUs

Black college football fans always come dressed to impressed.

Of the various outfits rocked at Sunday’s Orange Blossom Classic, however, one piece was virtually everywhere: Florida A&M’s No. 6 LeBron James jersey.

“It’s cool to see a LeBron FAMU jersey,” said FAMU grad Nate Banks, a green No. 6 plastered across his chest. Banks too noticed the multitude of orange, white and green FAMU jerseys, something he called “monumental.” “I think it’s a game changer for HBCUs because they don’t usually get that recognition from marquee brands.”

Although FAMU fell to Jackson State 59-3, the jersey itself is a win for the program as James, one of the greatest players in NBA history, becomes more and more synonymous with the Rattlers’ athletic program. Nike and FAMU agreed to a six-year deal back in March 2021 in which all 14 sports programs as well as the Marching 100 will be outfitted with James’ branding.

“It’s huge because it has never been done before,” said Julian Hawkins of Hallandale Beach. “It’s bringing more light to the HBCU landscape.”

A 2012 FAMU graduate, Hawkins said the jerseys “spread like wildfire” after their release. And he’s right: the jerseys can be found in Footlockers from New York City to Las Vegas.

“It’s a big deal,” Hawkins added.

For Chaka Perkins, who proudly stated he had both the orange and white jersey, the partnership only increased his respect for James as FAMU was the first school to feature the four-time NBA champion’s branding. Aside from being a “great marketing” tool for James, Perkins believes it will be FAMU that benefits the most.

“People who don’t have no idea will research it just from these jerseys that are all over the country,” Perkins, a 1995 graduate of FAMU, said.

Similarly, Amanda Austin wants more Black and brown kids to take notice of James’ partnership with FAMU. An assistant principal at Ocoee High School and 2010 FAMU grad, Austin has always pushed for her students to attend HBCUs.

But now that her former institution has the support of a superstar like James, she’s hoping more of her students take the HBCU route.

Predominately white institutions “profit billions from our athletes and none of the money goes into the Black community,” Austin said, she and her husband David wearing green and orange No. 6 jerseys, respectively. James’ deal with FAMU “should give [Black student-athletes] hope that the schools that serve their community can help them.”

HBCUs have received more publicity in recent years – and not just because U.S. Vice President Kamala Harris graduated from Howard University. The examples are endless: former NFL stars like Jackson State coach Deion Sanders and Tennessee State coach Eddie George are leading HBCU programs; Morehouse and Spelman colleges collaborated with Polo Ralph Lauren for an exclusive collection that dropped in March; the Marching 100 traveled to Paris to perform at a Louis Vuitton fashion show in June; and the Jordan Brand recently partnered with Howard to outfit the institution’s athletics. Banks attributed the increased spotlight on HBCUs to the murder of George Floyd and the social unrest that followed in 2020.

“There’s been a renewed sense of values,” Banks said.

More than just the additional exposure, Banks sees the James partnership as something that can change how future generations perceive HBCUs. In his mind, students will equate James’ greatness with that of HBCUs and hold the institutions to an extremely high standard.

“This type of deal,” Banks said, “that’s exactly what it does.”