When Nike unveiled the Yardrunners 6.0 Air Max ’95 collection, the sneakers immediately turned heads. But the real power of this campaign isn’t just in the design. It’s in the people. This year’s chapter in the Yardrunners story continues a full-circle tradition of HBCU alumni using their platforms to spotlight the next generation of trailblazers, creators, and leaders from their own community.
Alumni Building Alumni
The Yardrunners program began with a simple yet radical idea from two Howard University graduates, Richard Palmer and Arinze Emeagwali. They met on campus and bonded over their love of sneakers long before joining the Swoosh.
Years later, after each had built careers in marketing — Palmer with Jordan Brand and later Nike HQ, Emeagwali with Nike NYC — they reconnected to reshape how Nike engaged HBCUs.
In 2020, they pitched a concept that reimagined Nike’s “You Can’t Stop Us” message as “You Can’t Stop HBCUs.” Their goal was clear: to honor the people who make HBCUs thrive through authentic storytelling and design. From that idea came Yardrunners, a campaign that now serves as Nike’s bridge to the HBCU community.
Culture Carried Forward
That founding vision still guides the work today. Two HBCU alumni now lead the Yardrunners initiative within Nike. They collaborate with Black-led creative agencies such as League Twenty Two to ensure each release reflects the community’s authentic voice.
The imagery, language, and style now stretch far beyond product drops. Nike’s social channels, billboards, and editorial platforms feature real HBCU faces and stories. According to VIBE.com, the campaign’s purpose remains consistent — to elevate HBCU students and alumni through storytelling, products, and genuine collaboration.
HBCUs as the Heartbeat
This year’s Air Max ’95 Yardrunners 6.0 campaign spotlights four iconic institutions — Florida A&M University, Spelman College, Morehouse College, and Norfolk State University — and the people who represent their legacy.
At Florida A&M, Yardrunners captures the energy of Rattler Nation. Dr. Shelby Chipman, director of the Marching “100,” continues the school’s musical tradition.
David Castro, founder of DungeonFord, brings Rattler creativity into streetwear.
Zayla Bryant, elected SGA President for 2024–25, leads with purpose.
Arayana Ladson, the SWAC Women’s Outdoor Track & Field Most Outstanding Track Performer (2025), embodies athletic excellence. Together, they reflect FAMU’s mix of culture, pride, and progress.
SpelHouse
At Spelman College, the Air Max 95 silhouette mirrors the grace and strength that define one of America’s most storied women’s colleges.
The campaign highlights Dr. Joyce Finch Johnson, Professor Emerita of Music and College Organist since 1955, whose presence has shaped the Spelman soundtrack for generations.
Eboni Ellis, founder of the Women in Hip Hop Collective, channels Spelman’s legacy of creative leadership, while Olivia Brown, flag-football captain, and Kamora Freeland, one of the youngest African American female pilots in U.S. history — and New York’s youngest licensed Black female pilot at 17 — represent how Spelman continues to open doors for the next generation of changemakers.
For Morehouse College, the maroon-and-black design represents strength, scholarship, and continuity.
Featured figures include Dr. Brock Mayers, Dean of Students.
Keshawn Wiley III, 2025 Entrepreneur of the Year.
Rodney Gross, scholar-athlete and javelin standout.
The Moody Family, a father-and-son duo symbolizing generational excellence.
Lastly, Norfolk State University radiates Spartan pride in green and gold.
Marty Miller, Hall of Fame coach and former athletic director, anchors the story.
Demetrius Pernell, Mister NSU.
Quiara Jackson, the school’s first female drum major.
Indya Richards, proud alumna, showcases the resilience and unity that define NSU.
Legacy as a Loop
Each of these individuals carries forward what Yardrunners represents — HBCU excellence in motion. And each new campaign expands that circle.
From 2021’s HBCU dance showcase featuring Texas Southern alum Megan Thee Stallion, to 2023’s Morehouse Nike Terminator collaboration with Brandon “Jinx” Jenkins, to 2024’s “Started on the Yard” campaign narrated by Stephen A. Smith, Yardrunners has centered alumni who lift others as they climb.
That lineage continues with Yardrunners 6.0, which joins Nike’s growing collection of HBCU-driven releases. “When current students look back, they’ll be able to say Yardrunners was part of their HBCU experience,” said Palmer. “That means the world to us.”
Culture by the Culture
Yardrunners 6.0 isn’t a typical marketing campaign. It’s an ecosystem of alumni using creative power to spotlight others walking the same halls they once did.
From Nike World Headquarters in Beaverton to the brick yards of HBCU campuses, it shows that authenticity isn’t a trend — it’s the foundation of legacy.
Available October 11 at select retailers and on the SNKRS app October 14, Yardrunners 6.0 is more than a product drop. It’s a story of HBCU pride told by the people who live it.