More Than a Launch: How Hibbett, Nike and Ja Morant Gave Back to Sumter

Some sneaker launches create buzz. Others create impact. When Hibbett and Nike partnered with Ja Morant for the early release of the Nike Ja 4 "Dark Mode" and Nike Ja Twelve Time in Sumter, South Carolina, the goal was bigger than putting a highly anticipated shoe on shelves. It was about honoring the community that helped shape one of basketball's brightest stars and ensuring that the people who supported Ja from the beginning were first in line for the moment. 

That idea sits at the heart of what Hibbett represents: bringing premium products, meaningful experiences and real opportunities to the communities we serve. As our brand mission states, access matters, whether it's access to the hottest new drop or access to opportunities that can change a young person's future.  

Bringing Ja Home

The weekend kicked off at Crestwood High School, Ja Morant's alma mater, where students, athletes and community members came together for a celebration that felt more like a hometown reunion than a product launch.

One of the most memorable moments came inside the school gym, when Ja and his daughter, Kaari, unveiled a large Ja logo mural created in Crestwood's school colors. The installation now stands as a permanent reminder for current and future students that big dreams can come from small towns.

The hometown energy extended beyond the school grounds and into the local Hibbett store, where fans gathered for the first opportunity to purchase the Nike Ja 4 "Dark Mode" and Nike Ja Twelve Time. Adding to the excitement, Ja was on hand, alongside his daughter Kaari, to help ring in the first sales of the launch. For customers who had followed his journey from Sumter to the NBA, it was a rare opportunity to celebrate the moment with Ja and his family while being among the first in the country to secure the newest additions to his signature line.

Outside, the celebration continued with a community tailgate featuring local vendors, food, custom experiences and interactive activities that brought families together throughout the day. The atmosphere was energetic, but the focus remained where it belonged: on the people of Sumter.

Because before anyone else got access to the Ja 4 "Dark Mode," Hibbett wanted Ja's hometown to have it first. For sneaker culture, that's significant. For the people of Sumter, it's personal.

The Biggest Announcement Wasn't About Sneakers 

While the sneaker release generated excitement, the most meaningful moment of the weekend came before kickoff at Crestwood's football game. 

Hibbett announced that Crestwood High School would become part of the First String program, Hibbett's community-focused initiative designed to invest in the next generation through education, athletics and career development. 

As part of the announcement, Hibbett committed $50,000 to support Crestwood's boys and girls basketball programs while also creating scholarship opportunities for student-athletes and pathways to future career opportunities with Hibbett.  

First String reflects Hibbett's broader belief that community partnerships should create lasting impact. The program goes beyond donations by helping students gain access to resources, mentorship and future opportunities that extend well beyond the game. 

That's what real investment looks like. 

Not simply showing up for a weekend, but helping create opportunities that can influence students for years to come. Hibbett's community storytelling standards emphasize building confidence, opportunity and meaningful local impact, and the Crestwood partnership exemplified that commitment.  

A Court for the Next Generation

The weekend concluded where Ja's story began. In nearby Dalzell, Hibbett and Nike unveiled a fully refurbished basketball court on the property where Ja first learned the game alongside his family and neighborhood friends. What started years ago as a small concrete slab was transformed into a full court featuring Ja branding along with Nike and Hibbett elements throughout the design. More importantly, the renovated court was gifted back to the community.

The project ensures that young athletes across Sumter and Dalzell will have a place to gather, compete and develop their skills for years to come. As children filled the court following the dedication ceremony, the purpose of the project became clear: creating access for the next generation.

Culture. Community. Kicks. 

The "Don't Sleep on Sumter" weekend wasn't just about celebrating a signature athlete. It was about celebrating a hometown. From the Crestwood gym mural to exclusive hometown access to the Ja 4 "Dark Mode," from the First String investment to the refurbished community court, every moment reflected what Hibbett strives to deliver: the intersection of culture, community and kicks.  

Because the best sneaker stories aren't only about what's on your feet.They're about the communities that help you rise and the responsibility to give back when you do.