"There's only one Jeff Hamilton," Interview with the NBA's favorite designer

The first thing Michael Jordan said after the three-peat crowned by the 1998 NBA Championship was: “Jeffrey, where’s my jacket?” MJ was the only person in the world who called Jeff Hamilton by his first name—the designer to fashion celebrities renowned for his custom leather jackets that helped define the NBA's aesthetic in pop culture. In such a pivotal moment of his already award-filled career, Michael Jordan couldn’t wait to wear the jacket Hamilton had created for him: bold patches, vibrant colors, and of course, the unmistakable Chicago Bulls logo. These same elements would later be used to create the celebratory jacket for the Los Angeles Lakers, honoring Kobe Bryant and his teammates after the 2002 championship.

Jeff Hamilton’s work has become a part of NBA history itself, and now, at nearly 70 years old, the designer has decided to make a comeback with a collaboration with Foot Locker. The project celebrates both the expansion of Foot Locker's partnership with the NBA and Foot Locker's 50th anniversary. It features 50 special varsity jackets, customized with NBA team logos and Foot Locker’s iconic lettering. We couldn’t pass up the chance to interview Jeff Hamilton, as well as Slavka Jancikova, Foot Locker's VP of Marketing EMEA, and Steve Griffiths, NBA’s AVP of Partnerships, about a collection that represents an intriguing three-way challenge. For Hamilton in particular: «Every jacket I create presents its own set of challenges. Some jackets are more technically demanding, while others require a deeper emotional connection to the client or the story behind it. I wouldn’t say any one jacket took more time than another, but I do try to push myself to think outside the box with each one. A lot of what I do is about innovation and creating something that hasn’t been done before. Every jacket I make is a work of art, which is why I personally sign each piece».

The extension of the partnership between the NBA and Foot Locker

«The collaboration with Foot Locker came about through a great connection and a mutual respect for each other’s work. I’ve been a fan of Foot Locker for many years, and our partnership felt like a natural fit. Foot Locker has always been at the forefront of street culture and sneaker culture, and I've always respected how they’ve managed to stay relevant through the years». Jeff Hamilton shared. After years of belonging to a niche sector, the desire to make his art more accessible to a broader audience led to this collaboration. «When the opportunity arose, I knew it was a chance to bring my craftsmanship to a wider audience, especially given Foot Locker’s deep ties to basketball culture and its role in shaping the way sneakers and streetwear are seen globally. It’s a real privilege to work with such an iconic brand».

The capsule collection features a series of meticulously designed jackets that pay tribute to iconic moments in basketball history. Each piece is a testament to the dedication and craftsmanship that Jeff Hamilton has infused into his work over the decades. The designs incorporate elements familiar to both fans and athletes, drawing inspiration from the vibrant colors and dynamic spirit of the NBA. «Moreover, the collaboration offers a chance for fans to own a piece of history, as each jacket is not only a fashion statement but also a symbol of the enduring legacy of basketball legends. The signed pieces add a personal touch, making them even more special for collectors and enthusiasts».

For Foot Locker, the collection with Jeff Hamilton and the extension of the partnership with the NBA serve as a prelude to an exciting program. Steve Griffiths stated: «our expanded collaboration will see more NBA licensed product available year-round, across all flagship stores including the incredible new “Home Court” concept stores.  Additionally, this expansion will see increased activity on social media across the region through our NBA Channels in collaboration with Foot Locker to help us increase engagement with our fans». For Slavka Jancikova, VP of Foot Locker EMEA, this collaboration also marks a significant step forward in FL's strategy in Europe. «Jeff Hamilton is a cultural icon known for his instantly recognisable designs that celebrate sports and triumph. His jackets have adorned legends like Michael Jordan and Kobe Bryant, cementing his legacy in NBA history. By collaborating with Jeff, we’re bringing this cultural heritage to a new generation, blending sport and lifestyle in a way that feels authentic to our brand. As we celebrate the expansion of our NBA partnership, this collaboration allows us to honour the game’s spirit and offer our community something truly special». 

Jeff Hamilton's role in the collaboration

Limited editions have always been a key aspect of Jeff Hamilton's collections; beyond their beauty, they wouldn't have become pieces of history if they hadn't been such exclusive items. For this reason, this feature was not overlooked by the NBA and Foot Locker for this collection: the two partners immediately discarded the idea of making it a general release. Steve Griffiths wasted no time reminding us how it was almost a given for Foot Locker to think of Hamilton for this collection. «Jeff has been a long-term partner of the NBA, and has produced many striking NBA jacket designs, each by hand, which are immortalised in iconic moments in NBA history. It was only fitting that we collectively called upon Jeff to capture the importance of Foot Locker’s 50th anniversary and the expansion of our marketing partnership, through his unique creative lens». A perspective shared by Slavka Jancikova as well: «collaborating with Jeff, we’re bringing this cultural heritage to a new generation, blending sport and lifestyle in a way that feels authentic to our brand. As we celebrate the expansion of our NBA partnership, this collaboration allows us to honour the game’s spirit and offer our community something truly special». 

Jeff Hamilton told us that despite his connection to the past, there are still NBA athletes today that he admires and would one day like to dress: «there are many other athletes who have great style, such as Steph Curry, who has a more understated yet equally impactful way of dressing. Style is such a personal thing, but these athletes manage to use fashion to express their individuality». In the future, there will be no NBA without Jeff Hamilton; the designer never misses an opportunity to remind us of this: «There’s only one Jeff Hamilton, and I’ve been fortunate enough to create a whole new genre of style that continues to resonate with people today».

Foot Locker's new projects

Slavka Jancikova stated that the collaboration with Jeff Hamilton is the first step of a new era for Foot Locker. «This collaboration with Jeff Hamilton is part of our ongoing commitment to bring our customers fresh and meaningful experiences through partnerships that transcend traditional retail. We’re always looking for opportunities to push boundaries and surprise our customers with unique products. As we continue to innovate, you can expect us to pursue collaborations that authentically connect with our basketball and sneaker community and enhance Foot Locker’s role as the leading retailer in sneakers and contemporary fashion». Steve Griffiths echoes this, confirming the NBA's intention to further expand into the European market, also leveraging the new overseas-born superstars. 

«A key piece of our strategy in Europe is to grow the game of basketball, encouraging more people to play. Through our relationship with Foot Locker, we have been able to grow and empower the basketball community by refurbishing multiple courts across France, Spain, Italy, Netherlands and the UK, breaking down many of the barriers that prevent people from picking up a basketball. Each one of these courts has its own unique design, inspired by the city and brought to life by local artists, and thanks to the expanded agreement we will continue to support those projects in the coming years, such as hosting basketball clinics with local communities». The allure of the NBA, which began with Michael Jordan and his jacket made by Jeff Hamilton, is now truly global.