Nike Ja 4 Dark Mode Releases Early at Hibbett Sumter
Nike and Hibbett brought the Ja 4 "Dark Mode" and Ja Twelve Time to Sumter, South Carolina for an exclusive early release tied to a multi-day celebration of Ja Morant's hometown. The weekend featured a high school pep rally, a $50,000 donation to local basketball programs, and the refurbishment of the backyard court where Morant first learned the game.
By Ava Rodriguez
The Homecoming Event
Ja Morant's path to NBA stardom began on a ten-by-ten concrete pad in rural South Carolina—a slab so removed from the usual pipeline that he was lightly recruited and largely overlooked by major programs. That overlooked origin story became the throughline for this past weekend's Nike and Hibbett activation in Sumter: Don't Sleep on Sumter.
The rollout unfolded across three distinct moments, each reinforcing the narrative that this wasn't merely a shoe launch but a community investment.
Friday: Pep Rally and First String Announcement
Crestwood High School, Ja's alma mater, hosted the weekend's opening ceremony during the football team's season opener. The event featured the marching band, dancers, and a live DJ—standard high school spectacle elevated. The moment that signaled intent came when the football team took the court wearing the unreleased Nike Ja Twelve Time, a $90 silhouette that won't hit broader retail for another month.
Ja arrived with his daughter Kaari and together they pulled back a curtain to reveal a massive Nike Ja logo in Crestwood colors, now a permanent fixture in the gymnasium.
That evening, standing beside Hibbett leadership just before kickoff, Ja announced Crestwood's entry into Hibbett's First String program—a partnership that includes $50,000 in direct donations to boys and girls basketball programs, scholarship opportunities for players, and career pathways at Hibbett corporate. This was the weekend's substantive news: not a celebrity appearance, but a capital commitment.
Saturday: The Exclusive Drop
Saturday morning, the Hibbett location in downtown Sumter converted its front section into a dedicated Ja Morant shop. Inventory included the Ja 4 "Dark Mode"—widely considered the strongest colorway of the Ja 4 line to date—alongside the Ja Twelve Time and earlier iterations of the Ja 3. Both releases arrived a full month before their nationwide availability, making this small-town retail location the only access point.
The storefront itself carried symbolic weight. Every Hibbett maintains three brand logos; this location now displays a fourth: Ja's personal mark mounted alongside the Nike Swoosh. The message was unambiguous—this is Ja's store.
That exclusivity and geographic specificity reflects Hibbett's operational philosophy. For decades, the retailer has prioritized underserved markets that larger chains ignore—small towns, overlooked zip codes, communities off the typical retail map. A major sneaker release landing first in Sumter, population under 14,000, rather than in flagship cities, is uncommon enough to signal genuine commitment rather than marketing theater.
Sunday: The Court Dedication
The weekend culminated at the source—the backyard in nearby Dalzell where Tee Morant, Ja's father, had planted a basketball hoop on that original concrete pad decades earlier. Nike and Hibbett had refurbished the court into a full regulation surface, complete with a center-court Ja logo and branded sideline markings.
Tee stood at center court with Ja and his granddaughter Kaari and recounted the origin: a Kmart hoop, a ten-by-ten pad, and a vision to teach his children the game away from formal circuits. The emotional arc—from concrete foundation to now-official court—gave the weekend its narrative anchor. By afternoon, dozens of local kids were running pickup games on the refurbished surface.
Design and Release Details
The Ja 4 "Dark Mode" continues the trajectory of Ja Morant's signature line with a darker, more refined execution than earlier colorways. The Ja Twelve Time, priced at $90, positions itself as an accessible entry point within Nike's basketball ecosystem.
Both silhouettes are currently available only at Hibbett's Sumter location, with nationwide release scheduled for one month out. This staggered retail strategy—early access in the athlete's hometown—has become a Hibbett hallmark, following a similar A'ja Wilson activation in Atlanta earlier this year.
FAQs
When does the Nike Ja 4 Dark Mode release nationwide? The Nike Ja 4 "Dark Mode" is currently exclusive to Hibbett in Sumter and will release at broader retail approximately one month after this initial drop, though an exact date has not been announced.
How much does the Nike Ja Twelve Time cost? The Nike Ja Twelve Time is priced at $90 and is available exclusively at Hibbett in Sumter ahead of its wider release.
Where can I buy the Ja 4 and Ja Twelve Time now? Both shoes are available exclusively at the Hibbett location in Sumter, South Carolina. Nationwide retail availability is expected in approximately one month.
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Release Info
Availability: Exclusive early access at Hibbett, Sumter, SC
Retail Price: Nike Ja Twelve Time – $90
Retailers: Hibbett (Sumter, SC exclusive)
Nationwide Release: Approximately one month from initial drop (date TBA)
