As the Oklahoma City Thunder attempt to win a championship, rising star Jalen Williams will play a key role. The 24-year-old is Oklahoma City’s second scoring option alongside Shai Gilgeous-Alexander and has already earned All-NBA status in just his third NBA season.
But Williams’ success goes beyond his play on the court. A fashion icon off the court and an adidas athlete, he has been wearing his own Harden Vol. 9 PE since February. The shoe itself features Williams’ signature logo on the heel and his jersey number on the tongue. A vibrant colorway inspired by the 90’s TV show Pinky and the Brain — Williams’ favorite childhood cartoon — it’s been a shoe that hasn’t been available to the public, until now.
The adidas Harden Vol. 9 “JDUB” is officially releasing on Friday, June 6 for $160, exclusively on adidas’ website, select adidas stores, and select retailers. This release will come right after Game 1 of the NBA Finals.
Williams first debuted his unique shoe on-court while playing against his brother, Utah Jazz rookie Cody Williams, as both wore a pair while going head-to-head. It was a special moment that was encapsulated by the brothers matching up for the very first time.
From there, other players including OKC teammate Lu Dort and even James Harden himself have worn Williams’ PE in recent months, which speaks to how significant this milestone is.
Williams has been a featured adidas athlete since being drafted into the league. From day one, he’s been put in a position to build his personal brand and status which has led to this moment.
“Charisma, personality, fashion sense — that alone drew us to him. But then his measurements were insane,” Cam Mason, Director of Sports Marketing for adidas Basketball recalled when thinking back to initially signing Williams. “His charisma gives him the confidence, so that’s why he’s in a place he’s at. He has so much influence and so much persona. He can connect with anybody.”
Building his brand has been carefully mapped out since Williams joined adidas. There’s no skipping steps when it comes to ascending alongside a shoe brand, but the Thunder star has able to do great things off the court.
“It’s like, how do you continue to build your brand? First step is getting you into campaigns. We got him in a lot of lifestyle campaigns,” Mason said of Williams’ journey. “What’s next? Let’s get you a PE. What are you into? What’s your persona?”
While this PE isn’t a signature shoe, it is a signal of just how quickly Williams is rising among the NBA ranks. Having a PE for any shoe is a significant accomplishment as he works his way toward a potential signature shoe with adidas in the future. Only the best players in the world earn that honor, but with the trajectory the Thunder swingman is on, it’s not out of the question. He earned his first NBA All-Star nod and was also on an All-NBA and All-Defensive Team for his accomplishments in the 2024-25 campaign. Furthermore, his status off the court when it comes to fashion and pop culture only enhances his case for being next in line for a signature sneaker in the future.