Hornets to launch NBA’s first-ever black excellence jersey
CHARLOTTE, N.C. – The Charlotte Hornets today announced the launch of the team’s first-ever Black Excellence Jersey as part of the organization’s Black History Month efforts centered around The Fabric of Black Excellence. The entirely employee generated concept for the Hornets Black Excellence Jersey is a first-of-its-kind in the NBA.
Created by Hornets Digital Designer and North Carolina native Mike Jones, the “Home Is Where The Harte Is” jersey represents the lasting impact of those who have shaped our community and hopes to inspire present and future generations to continue weaving their stories into the fabric of excellence. The Mitchell & Ness jersey is for retail only and will be available for purchase in the Hornets Fan Shop on Friday, February 7. Additional pieces from the “Home Is Where The Harte Is” collection will be available later this month.
At first glance, the jersey looks similar to the beloved Hornets Classic teal uniforms worn during the team’s inaugural season in 1988-89 through the 1996-97 campaign. Looking more closely, the traditional solid pinstripes have been replaced with gold text featuring the names of more than 20 prominent Black neighborhoods and streets of Charlotte’s past and present, including Brooklyn Village, Enderly Park, Beatties Ford, Biddleville and more. Among the other intentional design elements, the letters ”HARTE” within the “Charlotte” wordmark across the chest are flanked with dogwood petals, the state flower of North Carolina, which are a symbol of strength and growth and speak to North Carolina’s beauty. The number “4” is from the city’s first area code, 704. The use of gold throughout symbolizes the significance of gold jewelry in Black culture, as well as the “true gold” that this city possesses.
“We’re proud to be the first NBA team to launch a Black Excellence Jersey,” said Hornets Sports & Entertainment Chief Marketing Officer Seth Bennett. “Organizationally, we’re always looking for ways to connect, cultivate and grow our fan base, and this jersey is a really great example of creative ways we can do that. It also ties in seamlessly with our larger Black History Month efforts, which include various community events and activations throughout the month of February. Additionally, as an organization, we’re proud to have such talented team members that are able to take this idea, develop the concept and bring it to life in such an impactful way.”
The “Home Is Where The Harte Is” jersey was unveiled alongside a video via the Hornets’ digital platforms, which showcases a community-driven narrative exploring what makes Charlotte feel like “home” to those who know it best.
“As a Black artist, I’m proud to work for an organization like the Charlotte Hornets that values the essence of black culture, storytelling and innovation, and that has also allowed me to follow this passion project of mine through from start to finish,” said Jones. “To me, this jersey not only reflects pieces of Charlotte’s rich Black history, resilience and culture, but also pays homage and highlights the true soul and heartbeat of this city.”
Jones initially presented the idea of a Black Excellence Jersey to the franchise’s Executive Team as part of the organization’s first-ever Innovation Challenge in 2024, a call for all staff to submit their game-changing ideas that could help “engage and grow its fan base in new ways.” Following a Shark Tank-style pitch competition, Jones won first place and immediately began working with various HSE departments and Charlotte creatives to bring his creative vision to life.
In addition to the Hornets’ new “Home is Where The Harte Is” jersey, Jones has previously collaborated with Charlotte FC and the Carolina Hurricanes to design special jerseys.
