Zachary Kramer
On November 29, Howard White will receive the Hall of Fame Award at the 37th Hall of Fame Awards Ceremony Annual FN Achievement Award. Below is an article from the magazine’s Nov. 27 print edition about White’s relationship with NBA icon Michael Jordan, the longest-serving black executive at companies including Nike.
Even before he joined Nike, “H” was a household name.
Howard White was a high school basketball phenom and University of Maryland standout who was so revered in the early 1970s that the athlete’s nickname was printed on his college jerseys instead of his last name back.
After a legendary college career, the player was drafted into the NBA, but a knee injury quickly derailed his dreams. After a brief stint as an assistant coach at Maryland, White joined Nike as an on-field representative in 1978, at a time when the fledgling brand was being overshadowed by larger rivals like Adidas and Reebok.
Soon, he was making another young athlete’s dream come true—and the rest is history. “H” joined FN this month via Zoom from Nike’s sprawling campus in Beaverton, Oregon. His office on the fourth floor of the Michael Jordan Building is filled with photos and memorabilia from his 45 years with the sports powerhouse.
It’s a fitting home for White, who was one of the key players in the NBA icon’s signing with Nike. His role in the deal was immortalized in this year’s critically acclaimed film Air, played by Chris Tucker.
“First of all, it’s ridiculous to be portrayed in a movie. Think about it. Someone actually gets to play you in a movie. A movie that’s on a big screen with big speakers and everything. That’s pretty cool to me. ,” White’s voice was full of excitement. “I was on the movie screen, and H White – the little boy who rode a stick horse was on the movie screen not long ago.”
More than four decades later, White — Nike’s longest-serving black executive — has earned the title of vice president of Jordan Brand affairs, though he’s affectionately known internally as “the resident legend.”
Even that word might be an understatement. Jordan Brand Advisory Board Chairman Larry Miller credited White with pitching the idea of Jordan Brand as its own independent brand to Nike co-founder Phil Knight.
“He saw the potential and was brave enough to dream about what it could be,” Miller told FN. “When I think about the origins of the brand, I think about H and his passion for what the brand meant and represented to the world. Howard implicitly understood what it meant to elevate Michael Jordan and his story and surround himself with the human race and Build on the concept of improving self-confidence and power.”
This vision also extends well beyond product scope and is laser-focused on purpose. White, along with Miller and others at Jordan Brand, established the first generation of the Wings program, which helps young people around the world obtain higher education through scholarships and more.
“Howard has always ensured that philanthropy is at the core of the Jordan Brand,” said Shauncey Mashia Stelly, senior professional for Jordan’s Black Community Commitment. “Thanks to H and Larry’s vision, the emotional connection between young people and brands is harnessed to help young people define greatness and create opportunity on their own terms.”
Below, White shares his thoughts on his iconic career in a conversation with FN.
What does it mean to you to be Nike’s longest-tenured Black executive?
“Actually, it’s like a fantasy. This company and Mr. Knight have given me a lot of opportunities. I thought when I was 55, I was going to retire. Then 55 came. How about 60? Then 65 years old, then 70 and had a heart transplant. I keep coming back because it means something. It’s more than just a job. The people here mean something. “That’s what keeps me coming back. “
You were with Michael Jordan throughout his professional basketball career and beyond. How important is this?
“That relationship, that bond, I became part of (MJ’s) family. When he came to Washington, D.C., he would stay at my house. We would hang out, we would travel, we would do things together. I tried to Always be a resource, someone who can help him become who he is, nothing more. “I’m grateful to be a part of who he is now. “
How are your relationships with Michael Jordan and Phil Knight today?
“The relationship is strong. Phillip comes every now and then and we chat. MJ, I don’t think of him the way I used to, but we always talk. Those are the relationships that have been built with MJ since ’84 and with Mr. Knight since ’82 . (“Up” director) Ben (Affleck) told me, “I went to see Michael and I wasn’t going to make the movie without his permission. ” Michael said, “If it’s about Nike, you have to put Howard White in it. ’ I guess he explained to Ben how much I meant to him. All of a sudden, I was on the movie screen played by Chris Tucker. I’d known Tucker for years, and I remember when he called and said, ‘Man, They want me to play Howard White. They’re making this movie, man, and they want me to play you” (in Tucker’s voice). Tucker and I talk about this a lot. The realization of this outcome is powerful. Delayed gratification has been eliminated and everyone wants it immediately. “This suggests there are benefits to longevity.”
You did a really good impression of Chris Tucker. You can play him in the movie.
(Laughs) “Yeah, but I didn’t write that script. “I’m writing the H. White story. “
It’s hard to believe you are 73 years old. Why are you still so young?
“Everyone has a choice. You wake up and see the world you want to live in. You can look around and say it’s doom and gloom. That can put people off. They don’t see the positives. Post-transplant , you tend to notice the little things in life.”
Jordan Brand Wings help people around the world realize their college dreams. How has the program changed over the years?
“When I think about Wings, I have to go back to the first organization we created, Jordan Fundamentals. It was very helpful to teachers. They would write proposals and we would have people read them and pick the best ones. We would provide funding to fund these proposals. Eventually, we (Larry and Chauncy) started talking about, ‘What if we could give kids scholarships for a college education? ” We thought this could change the lives of children. Shanci said, “I can do it,” and she did it. We live in a world today where everything has become short-term, instant gratification. Education, you have to put in the time . For our first cohort of Wings Scholars, we found that while they were all bright students, most did not have the background, discipline, and structure that they would have when entering a four-year school. Shanxi found a way to get people to work with them approach, giving them (the tools) to handle those situations. And then they go to those schools and thrive. That brand of program becomes discipline, structure, habits, hard work, and then they get scholarships, internships, and jobs . That little phase of instant gratification was taken away and replaced with delayed gratification, and the program has flourished.”
Looking back, what has been your proudest moment in your career?
“(The communications team) started ‘Rocking With H’ (an internal video series) in 2022. They would have different people come in and we would sit in rocking chairs and chat. That grew into ‘The Late Late Show with Howard ‘H’ White.’ I had my band play and we had 400 or 500 people in the audience and we showed them to the world over Zoom. I did one a few weeks ago with Phil Knight and Michael Jordan. Let’s have these two giants sit down It was great to come down and have an old-fashioned conversation with a little old man named Howard White.”
You are considered a great storyteller. Who comes to your office most often to hear your stories?
“Everybody. When the athletes come, these guys bring them over so we can talk. I want to hear their stories. Jalen got hurt and we sit down. I want to hear where he is. When they bring When Dak (Prescott) came over, we sat down and I said, ‘What are we struggling with? Tell me what’s going on. Somehow something always clicks in my head. ‘I have to Hearing where someone is coming from can push forward something that might help their life. “
Years from now, when you look at Jordan Brand and Nike from afar, what do you want people to remember?
“As one of Jordan’s ancestors. (Someone) who helped Nike grow this company into what it is today. A legendary right-hand man. Those we call gods, goddesses and gladiators – I am theirs Man. (I hope people will say), ‘I’ll tell you, he’s one of the nicest people I’ve ever had the pleasure to meet. I want you to know that he’s one of the kindest, gentlest people. That’s going to be A very good legacy.”
For 37 years, the annual FN Achievement Awards (often referred to as the “Oscars of Shoes”) have been honoring style stars, the best brand stories, dedicated philanthropists, emerging talent and industry veterans. The 2023 event is supported by sponsors Authentic Brands Group, Birdies, Caleres, Crocs, FDRA, Nordstrom, Saucony and Vibram.