Zeb Powell on His Unprecedented Jordan Brand Partnership: "I Want To Do More My Way"

It's been a crazy year for the rider from Waynesville, North Carolina. Powell made an appearance in a Warren Miller film and hosted another community ride tour, organized with the help of Red Bull. He also rode in Red Bull Heavy Metal in the middle of downtown Boston, and at the X Games.

To put an exclamation point on it all, Powell signed with Jordan brand in deal that goes beyond snowboarding. He’s only the second action sports star to do so, aside from BMX rider Nigel Sylvester.

Then, in July, Powell found himself alongside superstars like Luka Doncic, Maya Moore, and Carmelo Anthony. The Jordan Brand celebrated its 40th birthday by holding a Board of Greatness meeting in Greece, where athletes and entertainers celebrated the brand’s success, and strategized for the future. It’s a place that no snowboarder has ever gone.

“I feel like it's just pretty on brand for me to move that way. So I'm used to it,” Powell said. “But I mean, it has been trippy, letting it sink in. Like, every once in a while I just kind of look at my friends and be like, what, what the f*ck is happening?

Powell officially announced the partnership in April, 2025. He posted a simple video on his Instagram page that featured him laying on a couch wearing a pair of Jordan 1s. Six TVs surrounded him, all featuring video montages of his riding, and Jordan branding. A lamp by his feet simply reads “jumpman”.

“Sliding with @Jumpman23,” the caption said. Tap or click below to watch.

“I have those moments of gratitude and realizing what's happening, but then I don't know, I just kind of silence those thoughts and just kind of put my head down and work,” he said. “I want to do more my way, because that’s how I got here in the first place, you know?”

As for Powell’s signature products, the conversations regarding what’s possible have just started to take place. It’s unclear just yet whether he’ll get a lifestyle line, similar to Sylvester’s, or snowboard-specific products. One thing is for certain though.

“Of course, the whole world wants a boot,” Powell said. “When I meet anyone who knows about the partnership, (that question is) like, mandatory. So of course, that those are the talks that are kind of starting. Nothing is official yet, but it's just that's just the rumblings, like, it's like coming from the outside in.”