Hoodrich, the Birmingham born streetwear brand founded by Jay Williams, is making its first move into the U.S. footwear market with an exclusive debut collection at JD Sports. This collection is launching March 22, 2026. The entry comes in partnership with Eastman Group, a global footwear and apparel licensing company. Furthermore, it marks a key step in the brand’s expansion strategy, since joining the Iconix International group in November 2023.
From Birmingham to the U.S.
Williams built Hoodrich from his bedroom in Birmingham in 2014. He grew it into a globally recognized streetwear label under the “From Nothing to Something” ethos. For this footwear push, Williams worked directly with Eastman’s design team to keep the line rooted in the brand’s identity. Meanwhile, they pulled city references from London, Los Angeles, Miami, and New York.
The Recon leads the debut
The debut men’s collection centers on the Recon, a chunky cupsole sneaker available in three colorways at $100. Two city inspired sandal styles round out the launch lineup, designed to sit alongside existing Hoodrich apparel.
Where and how to buy
The collection launches exclusively through JD Sports U.S. locations and online. The brand’s flagship Times Square store is among confirmed points of sale. A women’s collection is expected to follow, though no date has been confirmed.
A crowded market entry
The U.S. streetwear footwear space is competitive, with established players defending ground across the $100 price tier. Hoodrich’s JD Sports exclusive route gives the brand a controlled, retail backed entry point. As a result, it offers this rather than a wide open rollout, limiting risk while testing demand in a new market.
The Recon’s $100 price point places Hoodrich within reach of a broad consumer base. How the brand builds on this initial JD Sports foothold, and when the women’s line arrives, will signal how serious this U.S. footwear push really is.
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